The Effect of Service and Customer Satisfaction on Increasing Product Sales Turnover at the Second Queen Bengkulu Store
Keywords:
Service, Customer Satisfaction, Sales Turnover, Second Queen Bengkulu StoreAbstract
This study aims to analyze the influence of service quality and customer satisfaction on sales turnover improvement at Second Queen Thrift Store in Bengkulu. The research employed a quantitative approach with survey methods using questionnaires and documentation as data collection instruments. The sample consisted of 100 respondents selected through purposive sampling, namely customers who had made at least two purchases. Data were analyzed using multiple linear regression with SPSS version 20. The partial test (t-test) results showed that the service variable (X₁) had a positive and significant effect on sales turnover with a significance value of 0.001 < 0.05, while customer satisfaction (X₂) also had a positive and significant effect with a significance value of 0.002 < 0.05. The simultaneous test (F-test) obtained a significance value of 0.000 < 0.05, with a coefficient of determination (R²) of 0.642, indicating that 64.2% of sales turnover variation is influenced by service and customer satisfaction, while the remaining 35.8% is influenced by other factors beyond this study. The findings conclude that improving service quality and customer satisfaction simultaneously has a significant contribution to increasing sales turnover and business sustainability at Second Queen Thrift Store Bengkulu
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