Pengaruh Diversifikasi Produk, Kualitas Produk, Dan Harga Terhadap Kepuasan Pelanggan

Abstract

The business sector is rapidly expanding alongside increasing human needs, leading to the emergence of many new ventures striving to anticipate spikes in consumer demand. To confront the competition from these numerous businesses, companies must succeed in the competition to advance by developing and providing products or services that can satisfy consumer needs. This research aims to analyze the influence of product diversification, product quality, and price on consumer satisfaction at the Specialgift Punggur flower bouquet store. The method used is quantitative research. The population of this study consists of consumers who have purchased products from the Specialgift Punggur flower bouquet store. A sample of 96 people was selected using the Purposive Sampling method, which is a type of Non-Probability Sampling. Data were collected through observation, questionnaires, and library research. Data analysis used instrument requirement tests, namely validity and reliability tests. Analysis of the data included tests for normality, linearity, multicollinearity, and heteroskedasticity. Hypothesis testing utilized multiple linear regression analysis, Partial Test (T Test), Simultaneous Test (F Test), and Coefficient of Determination R2 Test with the assistance of SPSS 26 data processing software. The research findings prove that: 1) Product diversification has a positive and significant impact on consumer satisfaction. 2) Product quality has a positive and significant impact on consumer satisfaction. 3) Price has a positive and significant impact on consumer satisfaction.