The Role of Service Quality and Price in Customer Satisfaction at Prima Freshmart Tajur Citeureup Fresh Food Retail

Detty Ratna  Sari; Nurhasan; Herdian  Farisi; Syamsudin  Baharsyah; Rizky  Muyasar

doi:10.54783/endlessjournal.v9i2.404

Authors

Detty Ratna Sari Universitas Medika Suherman, Bekasi, Indonesia
Nurhasan Universitas Medika Suherman, Bekasi, Indonesia
Herdian Farisi Universitas Medika Suherman, Bekasi, Indonesia
Syamsudin Baharsyah Universitas Medika Suherman, Bekasi, Indonesia
Rizky Muyasar Universitas Medika Suherman, Bekasi, Indonesia

DOI:

https://doi.org/10.54783/endlessjournal.v9i2.404

Keywords:

Customer satisfaction, Fresh food retail, Price, Quality of service, Service quality

Abstract

The intense competition among various modern and traditional retail formats places customer satisfaction as a crucial factor for survival, particularly within the fresh food retail industry. This quantitative associative study aims to analyze the partial and simultaneous effects of service quality and price perception on customer satisfaction. Data were gathered via questionnaires using an incidental sampling technique among customers of a fresh food retail outlet and were subsequently analyzed through multiple linear regression after ensuring all classical assumptions were satisfied. The findings reveal that both service quality and price contribute positively and significantly to shaping customer satisfaction, both partially and simultaneously. Between the two variables, price perception exerts a more dominant influence on customer satisfaction. Although overall customer satisfaction is high, the evaluation indicates minor weaknesses in employee responsiveness and price competitiveness. Therefore, management is advised to prioritize enhancing service speed during peak hours and conducting regular price monitoring to strengthen competitiveness and encourage positive word-of-mouth recommendations.

References

Afrianingsih, F., Farisi, H., & Safitri, A. (2024). The effect of GrabFood driver service quality on customer satisfaction (A study in Banyumas Regency). Jurnal Dinamika Ekonomi dan Bisnis, 21(2), 195–208. https://doi.org/10.34001/jdeb.v21i2.7128

Aprilia, E. (2024). The effect of service quality and price on customer satisfaction at Ruby Lash Salon, Tembalang Branch. Prosiding Seminar Nasional Manajemen dan Ekonomi, 3(2), 67–83. https://doi.org/10.59024/semnas.v3i2.566

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555

Farisi, H., Yuliana, A., Sukoco, H., & Andini, M. (2024). Optimization of marketing strategies at a motorcycle repair shop in Purwokerto. Jurnal GEMBIRA (Pengabdian Kepada Masyarakat), 2(4), 1256–1261.

Hasibuan, R. R., Afifah, H., Purnawati, E., & Farisi, H. (2022). Marketing management. Tiga Cakrawala.

IBM Corp. (2019). IBM SPSS Statistics for Windows (Version 26.0). IBM Corp.

Indrasari, M. (2019). Marketing and customer satisfaction. Unitomo Press.

Nuranti, B. R., Rahayu, S., Ansori, A. D., Shofro, P. A., Tibaroiya, M. A., & Nugroho, A. (2024). Service quality, price, and customer loyalty: Moderating role of customer satisfaction. Journal of Research in Social Science and Humanities, 4(2). https://doi.org/10.47679/jrssh.v4i2.207

Nurazizah, S., & Anggraini, R. R. (2024). The effect of service quality and price on customer satisfaction at Simplyveewee Boutique, Bintaro. Jurnal Ilmiah Ekonomi dan Manajemen, 2(12). https://doi.org/10.61722/jiem.v2i12.3051

Prayoga, H., & Yuliantari, K. (2023). The effect of service quality and price on customer satisfaction with internet service products. Journal of Trends Economics and Accounting Research, 4(1), 134–142. https://doi.org/10.47065/jtear.v4i1.846

Qomariah, N., Fahrurrozi, A., & Rozzaid, Y. (2020). Efforts to increase retail customer satisfaction. SSRG International Journal of Economics and Management Studies, 7(7), 23–29. https://doi.org/10.14445/23939125/IJEMS-V7I7P105

Rahmania, A., Rohmatin, N. A., Ramadhani, R. A. S., & Farisi, H. (2026). Beyond survival: Omnichannel transformation to build the competitiveness of traditional retail. Jurnal Ekonomi Manajemen dan Bisnis, 3(6), 1370–1377. https://doi.org/10.62017/jemb.v3i6.8869

Rakhmawati, N., & Farisi, H. (2024). The influence of price value on consumer purchase intention on the food delivery application with the attitude variable as mediation. Jurnal Akuntansi, Manajemen dan Ekonomi, 26(4), 27–34. https://doi.org/10.32424/1.jame.2024.26.4.13568

Realino, D., Gula, V. E., & Jelita, S. (2023). The effect of service quality and price on customer satisfaction (A study of university students who use conventional motorcycle taxis). Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset, 1(4), 68–81. https://doi.org/10.61132/lokawati.v1i4.137

Sulistiyowati, W. (2018). Service quality textbook: Theory and application. Umsida Press. https://doi.org/10.21070/2018/978-602-591-436-2

Wahyuningtyas, E. L., Fahmi, M. A., Nurulloh, & Farisi, H. (2026). The competitiveness of retail cooperatives in the era of digital transformation and marketplaces: A literature review. Jurnal Ekonomi Manajemen dan Bisnis, 3(6), 1378–1388. https://doi.org/10.62017/jemb.v3i6.8872

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302