The Influence of Product and Price on Customer Satisfaction at Warung Zee, Pontianak City
Nyckelord:
Product, Price, Customer Satisfaction, Warung Zee, Multiple Linear RegressionAbstract
This study aims to analyze the influence of product and price on customer satisfaction at
Warung Zee in Pontianak City. In this study, an associative approach was used with primary
data collection techniques in the form of interviews and questionnaires, as well as secondary
data covering product and sales information. The sample used was 100 respondents, with a
purposive sampling technique. Data analysis was carried out using validity tests, reliability
tests, multiple linear regression, and classical assumption tests such as normality, multicollinearity, and linearity. The results of multiple linear regression indicate that product
and price have a significant positive effect on customer satisfaction, with a coefficient of
determination (R²) of 72.8%. The F test results indicate that product and price simultaneously
have a significant effect on customer satisfaction (p < 0.05). The t test shows that both product
and price also have a partial significant effect on customer satisfaction. Based on the results of the study, it can be concluded that product and price have an important role in increasing
customer satisfaction at Warung Zee, which shows the importance of the right pricing strategy and product quality to retain customers and increase their satisfaction.
Nedladdningar
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