The Influence of Service Quality and Consumer Characteristics on Consumer Satisfaction in Skipjack Tuna Purchase at Oesapa Market, Kupang City

This study was conducted to examine the influence of service quality and consumer characteristics on buyer satisfaction in skipjack tuna purchases at Oesapa Market, Kupang City, and to determine which of the two variables exerts a more dominant effect. A quantitative research design was employed, with the population consisting of all consumers purchasing skipjack tuna at the market. The sample size was determined using the Lemeshow formula, resulting in 68 respondents, who were selected through purposive and accidental sampling techniques. The research instrument underwent validity testing using the Product Moment correlation method and reliability testing through Cronbach's Alpha coefficient, both of which confirmed that all statement items were valid and reliable. Prior to multiple linear regression analysis, classical assumption tests including normality, multicollinearity, and heteroscedasticity tests were conducted and all assumptions were satisfactorily met. Hypothesis testing was carried out using partial t tests, simultaneous F tests, and the coefficient of determination. The findings revealed that both service quality and consumer characteristics individually and jointly exerted a positive and significant effect on consumer satisfaction. The coefficient of determination stood at 51.2 percent, indicating that the two independent variables collectively accounted for more than half of the variation in consumer satisfaction, while the remaining 48.8 percent was attributable to other factors not examined in this study. In conclusion, service quality and a thorough understanding of consumer profiles play a crucial role in enhancing satisfaction levels among skipjack tuna buyers at Oesapa Market.