Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Kepuasan Konsumen Studi Kasus Pada PT. Dahlia Dewantara Unit Metro

Abstract

Business competition is a competition that must be faced by companies, this increasingly
fierce competition requires companies to be careful in determining strategies to win the
competition they face. In order to get out of a situation that threatens the life of the company,
the company must plan marketing strategies to satisfy consumer desires. Marketing occurs as
a social and managerial process by which individuals and groups obtain what they need and
want through creating, offering and exchanging products of value with others. This study
aims to determine 1) To find out whether the price has an effect on consumer satisfaction. 2)
To find out whether product quality has an effect on consumer satisfaction. 3) To find out
whether promotion has an effect on consumer satisfaction. 4) To find out whether the price
and product quality variables and promotions together have an effect on consumer
satisfaction. This study uses a quantitative approach. The survey method was chosen as the
primary data source. The survey method focuses on collecting data from respondents who
have certain information, thus enabling researchers to solve problems. In this study, the
population was taken based on consumers who made purchases of kemplang amanda
crackers as many as 75 per month. Data collection techniques using a questionnaire with a Likert scale. The results show that 1) there is a positive and significant influence between
price on consumer satisfaction2) there is a positive and significant influence between product
quality on consumer satisfaction. 3) there is a positive and significant influence between
promotions on consumer satisfaction. 4) there is a positive and significant influence between
price, product quality and promotion together on consumer satisfaction