The Influence of Product Variety and Location on Customer Satisfaction at Maree Studio Manado Town Square

Prisilia Ruthnita Silalahi; Maryam Mangantar; Johan Reineer Tumiwa

doi:10.55927/fjas.v4i11.440

Authors

Prisilia Ruthnita Silalahi Universitas Sam Ratulangi
Maryam Mangantar Universitas Sam Ratulangi
Johan Reineer Tumiwa Universitas Sam Ratulangi

DOI:

https://doi.org/10.55927/fjas.v4i11.440

Keywords:

Product Variety, Location, Customer Satisfaction

Abstract

As classified by Ministry of Tourism and Creative Economy, it divided into 17 subsectors, where photography stands out as a significant player. This study aims to analyze the influence of product variety and location on customer satisfaction at Maree Studio Manado Town Square. This research uses a quantitative approach, with data were collected through a questionnaire using a Likert scale of 1-5 from 100 respondents who are Gen Z that live in Manado and have used the service. The data were analyzed using multiple linear regression and software SPSS Version 31. The results show that both product variety and location have a significant influence both partially and simultaneously on the customer satisfaction. These findings highlight the importance of product variety and location in shaping customer satisfaction among Gen Z.

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