The Influence of Services and the Physical Environment of Traditional Markets on Consumer Satisfaction

This study aims to analyze the effect of service on customer satisfaction in Andalas Market, Gorontalo City and analyze the effect of the physical market environment on consumer satisfaction in Andalas Market, Gorontalo City. Sampling technique using Snowball sampling as many as 97 people. Data collection techniques in this study used a questionnaire by conducting interviews. The analytical test tool used in testing this research is multiple linear regression test. The results of the t-test (partial) show that (1) the service variable has no effect on the customer satisfaction variable as shown by the tcount value of 1.192 < 1.66071 t table. (2) the physical environment variable has an effect on the consumer satisfaction variable, as indicated by the t-count 7.716 > t-table 1.66071, while the results of the F-test study show F-count 40,458<Ftable 2.31 with a significance level of 0.05. This means that the service and the physical environment simultaneously affect the satisfaction of consumers who shop at Andalas Market. Based on the calculation
of the coefficient of determination shows R Square of 46.3%, categorized as sufficient, it can be concluded that the service and the physical environment of the market simultaneously affect customer satisfaction in Andalas Market. The remaining 53.7% were influenced by other variables not examined in this study such as price variables, and product quality.