CITRA TOKO SEBAGAI VARIABEL MODERASI PENGARUH KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Pada Konsumen UD. Cahaya Diesel)

Tight market competition in business places demands on marketers to market products well in order to make customers interested and satisfied with the products provided. This research aims to: (1) determine the effect of product diversity on customer satisfaction. (2) determine the effect of service quality on customer satisfaction. (3) determine the influence of store image in moderating the influence of product diversity on customer satisfaction. (4) determine the influence of store image in moderating the influence of service quality on customer satisfaction. The population in this research are customers who have made purchases at UD Cahaya Diesel with a sample of 100 respondents used an accidental sampling approach. This research uses quantitative methods with a descriptive approach. The analysis method used is PLS with SmartPLS 3.0 software. From this research, the results obtained were (1) that product diversity has a significant positive effect on customer satisfaction. (2) service quality has a significant positive effect on customer satisfaction. (3) store image cannot moderate the relationship between product diversity and customer satisfaction. (4) store image can moderate the relationship between service quality and customer satisfaction.