Pengaruh Lokasi dan Tarif Sewa terhadap Kepuasan Pedagang Ikan di Tangkahan Sabena Kota Sibolga

Abstract

This study aims to analyze the influence of location and rental rates on the satisfaction of fish traders at Tangkahan Sabena, Sibolga City. The research employed a quantitative approach with fish traders operating at Tangkahan Sabena as the research respondents. Data were collected through questionnaires and analyzed using multiple linear regression techniques to examine both partial and simultaneous effects of the independent variables on trader satisfaction. The findings indicate that location has a positive and significant effect on trader satisfaction. Likewise, rental rates also have a positive and significant effect on trader satisfaction. Furthermore, location and rental rates simultaneously influence the satisfaction of fish traders. The coefficient of determination analysis shows that the variables of location and rental rates contribute to explaining trader satisfaction, while the remaining variation is influenced by other factors not examined in this study. Therefore, location and rental rates are important factors that should be considered to improve the satisfaction of fish traders at Tangkahan Sabena, Sibolga City.