Kusuma, M. Tegar Raditya (2024) Pengaruh Harga, Promosi, dan Kualitas Produk terhadap Kepuasan Konsumen Mie Gacoan (Studi Kasus Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine the effect of price, promotion and product qualityon consumer satisfaction with gacoan noodles (case study of students at Merdeka University, Malang). The sample used in this research was 96 people, who had purchased gacoan noodle products. The sampling technique in this research uses a random sampling method, namely a technique for drawing samples from a population without considering the scale of the population. Data collection was carried out using a questionnaire with a Likert scale. The analytical method used in this research is the multiple regression analysis method with the SPSS 23 application. From the results of the multiple regression analysis in this research, Y = 5,528 + 0.351 X1 + 0.274 X2 + 0.174 X3. This shows that the variables price, promotion and product quality have a positive and significant effect on consumer satisfaction. Meanwhile, the calculated F value > F table (F calculated 39,882 > F table2.70), shows that the price, promotion and product quality variables simultaneously have apositive and significant effect on customer satisfaction. The coefficient value (Adjusted RSquare) is 0.551, which shows that the variables of price, promotion and product qualityare able to contribute 55.1% and 44.9% are influenced by other variables not examined inthis research. The variable that has the dominant influence is price because the t value forservice is 3,659, while promotion is 2,711 and product quality is 2,234.

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