THE EFFECT OF PRODUCT VARIETY, DISCOUNT PRICE, AND SERVICE QUALITY ON CUSTOMER SATISFACTION (CASE STUDY AT EDY DECORATION LAMONGAN)

Abstract

The purpose of this study is to assess whether product variety, discount pricing, and service quality impact customer satisfaction at Edy Decoration Lamongan. A descriptive quantitative method was used, and participants were selected through purposive sampling. Data collection involved observations, interviews, and questionnaires. The results show that each of the three variables independently influences customer satisfaction. Collectively, they also have a significant effect. Notably, the discount price variable showed the strongest influence, highlighting its substantial role in boosting customer satisfaction.