The Effect of Employee Service Quality on Customer Satisfaction Mediated by Price At the A2 Aluminum and Glass Shop MSME in Palembang City

This study examines the effect of employee service quality on customer satisfaction, mediated by price, at UMKM Toko Aluminium dan Kaca A2 in Palembang. As consumer expectations shift toward customization, consultative selling becomes crucial. A quantitative method with a purposive sampling of 100 respondents was employed. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) via SmartPLS 4.0. The results indicate that service quality significantly affects price perceptions and customer satisfaction. Furthermore, price significantly influences customer satisfaction and partially mediates the relationship between service quality and customer satisfaction. Effectively implementing consultative selling justifies pricing and enhances overall satisfaction.