Analyzing Product Quality, Price, Promotion, and Service Quality Impact on Consumer Satisfaction: Es Teh Indonesia Bogor
Unduhan
Penelitian ini bertujuan untuk mengetahui sejauh mana kualitas produk, harga, promosi, dan kualitas layanan berpengaruh secara signifikan terhadap kepuasan pelanggan di Esteh Indonesia di Bogor. Sebanyak 430 responden diberikan kuesioner sebagai bagian dari teknik non-probability sampling yang digunakan dalam penelitian kuantitatif deskriptif ini. Data dianalisis menggunakan regresi linier berganda dengan perangkat lunak SPSS 29 dengan tingkat kesalahan α = 0,05.
Hasil penelitian menunjukkan bahwa: (1) kualitas produk berdampak positif dan signifikan terhadap kepuasan pelanggan, (2) harga berpengaruh secara signifikan dan positif terhadap kepuasan pelanggan, (3) promosi berpengaruh secara signifikan dan positif terhadap kepuasan pelanggan, (4) kualitas layanan berdampak positif dan signifikan terhadap kepuasan pelanggan, dan (5) secara simultan, kualitas produk, harga, promosi, dan kualitas layanan secara positif dan signifikan memengaruhi kepuasan pelanggan di Esteh Indonesia Bogor.
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