Analisis Kualitas Produk, Promosi, Dan Harga Terhadap Kepuasan Pelanggan Dalam Membeli Produk Wings Di Dira Balung Shopping Centre

Abstract

This study aims to determine the simultaneous and partial effect of product quality, promotion, and price on customer satisfaction in buying Wings product at Dira Balung Shopping Centre. The population used is customers who buy Wings Food product at Dira Balung Shopping Centre. The data collection techniques using a questionnaire with a sample of 80 respondents. The sampling technique used is purposive sampling. The data processing method in this study uses the analytical method Instrumen Test : validitytest and reliability test, Classical Assumption Test : normality test, heteroscedasticity test, and multicollinearity test, Multiple Linear Regression Analysis, Coefficient of Determination, and Hypothesis Test : F test and t test, with the help of analysis tool SPSS version 25. The results showed that the variables of product quality, promotion, and price simultaneous had a significant effect on customer satisfaction in buying Wings product at Dira Balung Shopping Centre. And partially the product quality variable has no significant effect on customer satisfaction in buying Wings product at Dira Balung Shopping Centre, while the promotion and price variable have a significant effect on customer satisfaction in buying Wings product at Dira Balung Shopping Centre.