PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN DI ALFAMART KAMPUNG TUNGGAK BOJONEGARA SERANG BANTEN

Indah  Primayanti; Indar  Riyanto

doi:10.53067/bmj.v3i5.124

Authors

Indah Primayanti Universitas Pamulang
Indar Riyanto Universitas Pamulang

DOI:

https://doi.org/10.53067/bmj.v3i5.124

Keywords:

Product Quality, Price, Promotion, Customer Satisfaction

Abstract

This study aims to determine the effect of product quality, price, and promotion on customer satisfaction both partially and simultaneously at Alfamart Kampung Tunggak. This study uses a quantitative method with an associative approach. The population in this study is all consumers who have shopped at Alfamart Kampung Tunggak, with a sample size of 101 respondents determined using a questionnaire technique. Data collection techniques were carried out through questionnaires that had been tested for validity and reliability. The classical assumption tests used in this study include normality, multicollinearity, and heteroscedasticity tests. The data analysis technique to answer the hypothesis uses multiple linear regression analysis through the SPSS version 25 program. The results showed that there was a partial positive and significant effect between product quality on customer satisfaction of Alfamart Kampung Tunggak, which was indicated by a t-statistic value of 3.870 and a significance value of 0.000. Furthermore, promotion also has a partial positive and significant effect on customer satisfaction with a t-statistic value of 3.056 and a significance value of 0.003. However, price partially was found to have no significant effect on customer satisfaction in this model with a t-statistic value of 1.014 and a significance value of 0.313. The simultaneous test results show that product quality, price, and promotion together have a positive and significant effect on customer satisfaction with an F-statistic value of 21.420 and a significance value of 0.000. The coefficient of determination (R Square) value of 0.398 indicates that product quality, price, and promotion contribute 39.8% to customer satisfaction, while the remaining 60.2% is influenced by other factors outside of this study.

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