EPrints Repository UNTIRTAANALISIS PERBEDAAN KEPUASAN KONSUMEN TERHADAP PEMBELIAN IPHONE SECARA OFFLINE DAN ONLINE DI TOKO IBOXRomauliOmpusungguauthorThe development of digital sales channels has encouraged retail companies to provide both offline and online purchasing alternatives, including for iPhone sales at iBox. Differences in service characteristics between these two purchasing methods have the potential to affect customer satisfaction levels. This study aims to analyze differences in customer satisfaction levels between offline and online iPhone purchases at iBox and to identify the most contrasting dimensions of service quality between the two purchasing methods. This study uses a quantitative approach with a survey method using a questionnaire instrument compiled based on the five dimensions of SERVQUAL, namely tangibles, reliability, responsiveness, assurance, and empathy. The analysis techniques used include descriptive statistical analysis and the Independent Sample t-test to determine the difference in consumer satisfaction levels between the two purchasing groups. The results show a significant difference in customer satisfaction between offline and online purchases, with a t-value of 3.745 and a significance level of <0.001. The mean satisfaction score for offline purchases is 3.9025, which is higher than online purchases at 3.5944, with a mean difference of 0.30813. All SERVQUAL dimensions show significant differences, with responsiveness having the highest mean difference of 0.3687. It can be concluded that offline purchasing provides higher customer satisfaction than online purchasing, and responsiveness is the most dominant factor influencing the difference in satisfaction.H Social Sciences (General)HD28 Management. Industrial ManagementHF Commerce2026Fakultas Teknik Universitas Sultan Ageng Tirtayasa;TEKNIK INDUSTRIThesis

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