The Influence of Product Quality, Price, and Promotion on Roti'o Customer Satisfaction at Suzuya Medan Marelan

Abstract

This study was conducted to determine and examine the extent to which product quality, price, and promotional activities influence customer satisfaction of Roti’O at Suzuya Medan Marelan. This research employed a quantitative approach with a causal associative research design to analyze the cause-and-effect relationships among the variables under investigation. The data were obtained from 96 respondents who were selected as the research sample. Data collection was carried out using a questionnaire instrument, and the collected data were subsequently analyzed using multiple linear regression analysis. The results of the hypothesis testing revealed that product quality had a positive and significant effect on customer satisfaction. In contrast to product quality, the price variable showed a negative effect; however, it remained statistically significant in influencing customer satisfaction. Furthermore, the promotion variable was also proven to have a positive and significant contribution to increasing customer satisfaction. Simultaneously, the three independent variables, namely product quality, price, and promotion, had a significant influence on customer satisfaction, with a coefficient of determination value of 61.7%. This research confirms that implementing appropriate strategies in maintaining product quality, establishing suitable pricing policies, and improving promotional effectiveness are important factors in creating and sustaining

customer satisfaction

This study was conducted to determine and examine the extent to which product quality, price, and promotional activities influence customer satisfaction of Roti’O at Suzuya Medan Marelan. This research employed a quantitative approach with a causal associative research design to analyze the cause-and-effect relationships among the variables under investigation. The data were obtained from 96 respondents who were selected as the research sample. Data collection was carried out using a questionnaire instrument, and the collected data were subsequently analyzed using multiple linear regression analysis. The results of the hypothesis testing revealed that product quality had a positive and significant effect on customer satisfaction. In contrast to product quality, the price variable showed a negative effect; however, it remained statistically significant in influencing customer satisfaction. Furthermore, the promotion variable was also proven to have a positive and significant contribution to increasing customer satisfaction. Simultaneously, the three independent variables, namely product quality, price, and promotion, had a significant influence on customer satisfaction, with a coefficient of determination value of 61.7%. This research confirms that implementing appropriate strategies in maintaining product quality, establishing suitable pricing policies, and improving promotional effectiveness are important factors in creating and sustaining customer satisfaction.