PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN MIXUE
Keywords:
Product Quality, Price, Customer SatisfactionAbstract
This study aims to determine the effect of product quality and price on customer satisfaction at Mixue. Mixue is a popular brand among young people that offers quality drinks and ice cream at affordable prices. The study applies both quantitative and qualitative methods. Data was collected through questionnaires and interviews, and analyzed using SPSS version 26. The regression test results showed that product quality and price significantly affect customer satisfaction. The R Square value of 0.862 indicates that 86.2% of customer satisfaction is explained by product quality and price. Interview results show that respondents agree the product price is appropriate for its quality and they are satisfied and willing to recommend it to others. This study concludes that product quality has the most dominant effect on customer satisfaction.
References
Astuti, Enny Diah dkk. 2021. PENINGKATAN KEMAMPUAN MEMBUAT CURRICULUM VITAE PESERTA PKBM MELALUI KEGIATAN PELATIHAN DALAM PENGABDIAN MASYARAKAT. Jurnal Abdimas PLJ, Vol. 1 No. 1 (2021), 39-43. https://plj.ac.id/ojs/index.php/JAPLJ/article/view/482
Alma, Buchari, dan Hurryati. 2008. Manajemen Corporate dan Strategis Pemasaran Jasa Pendidikan, Fokus pada Mutu dan Layanan Prima. Alfabeta. Bandung.
Kotler, Philip, dan Kevin Lane Keller. 2012. Marketing Management. Pearson Education. New Jersey.
Kotler, Philip. 2009. Manajemen Pemasaran. PT Indeks. Jakarta.
Kotler, Philip, dan Gary Armstrong. 2012. Prinsip-prinsip Pemasaran. Erlangga. Jakarta. Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta. Bandung.
Oliver, Richard L. 1997. Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill. New York.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Author
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
