Pengaruh Kualitas Pelayanan Store Terhadap Kepuasan Konsumen di Area Komersial Bandar Udara Internasional Yogyakarta

Yogyakarta International Airport plays a vital role as an access point for tourists and a driver of local economic growth. Its commercial areas provide services that shape visitor experiences. Service quality in stores is key to customer satisfaction and loyalty. This study analyzes the impact of service quality on customer satisfaction, offering strategic recommendations for improving services in the airport's commercial areas. This study employs a quantitative method conducted at Yogyakarta International Airport. Data were collected through questionnaires, observations, and documentation, involving 100 respondents who had shopped at airport stores. Respondents were selected based on their direct experience with store services. Data analysis was performed using simple linear regression, t-tests, and the coefficient of determination to examine the impact of service quality on consumer satisfaction levels in depth. Based on the research findings and discussion, this study concludes that there is a positive and significant influence of store service quality on customer satisfaction in the commercial area of Yogyakarta International Airport, as evidenced by simple linear regression and t-test results. The influence of service quality on customer satisfaction accounts for 79%, while the remaining 21% is attributed to other factors not examined in this study.