Abstract:

Gas station must be supported non-gas facilities by opening retail shops for customer impulse needs. To find out whether the store has met customer satisfaction, research was conducted with product, service, price, convenience, emotion variables. Fewer respondents fill questionnaires because more consumers buy gasoline than concurrently shopping in stores. The results showed that variables of product (X1), service (X2), price (X4) and convenience (X5) had a significant effect on customer satisfaction (Y), while emotional (X3) had a negative effect on customer satisfaction (Y). Finding of one negative variable is a novelty for further research.