ANALYSIS OF SUITABILITY AND PRICE APPROPRIATENESS TOWARDS CUSTOMER SATISFACTION LEVEL AT INDOMARET GADING SERPONG

Abstract

This study aims to determine whether the level of customer satisfaction affects the suitability and accuracy of prices at Indomaret Gading Serpong. This study uses a quantitative descriptive approach method with data collection using surveys or observations through the distribution of questionnaires and literature studies. The objects of this study are customers who shop at Indomaret Gading Serpong. The results of this study indicate that the prices listed on the goods display rack and those at the cashier greatly influence purchasing decisions and have an impact on customer satisfaction who shop at Indomaret. Prices that do not match between the goods display rack and the cashier will cause anxiety, confusion, and distrust for customers, which has the potential to cause losses for consumers and Indomaret itself. Price differences that occur continuously and without improvement can also make customers more careful and thorough when shopping, besides also influencing the decision to shop again at Indomaret in the future or in the future.