THE INFLUENCE OFPRODUCT QUALITY, PRICE AND PROMOTION TOWARDS CONSUMER SATISFACTION AT THE AMBUN PAGI MULTI-PURPOSE COOPERAT STORE, RENGAT DISTRICTINDRAGIRI HULU REGENCY

Abstract

This study aims to analyze the influence of product quality, price and promotion variables simultaneously and partially on consumer satisfaction at the Ambun Pagi Multipurpose Cooperative Store, Rengat District, Indragiri Hulu Regency for 6 months. The data collection method used is the census method, namely providing questionnaires to consumers in accordance with the research conducted. Data were analyzed using the Quantitative Method using the path analysis formula using the help of the SPSS Statistic 21 computer program. From the results of the Hypothesis testing, it can be seen that product quality, price and promotion simultaneously have a significant effect on consumer satisfaction at the Ambun Pagi Multipurpose Cooperative Store, Rengat District, Indragiri Hulu Regency. Product quality partially has a significant effect on consumer satisfaction at the Ambun Pagi Multipurpose Cooperative Store, Rengat District, Indragiri Hulu Regency. Price partially does not have a significant effect on consumer satisfaction at the Ambun Pagi Multipurpose Cooperative Store, Rengat District, Indragiri Hulu Regency. Promotion partially has a significant effect on consumer satisfaction at the Ambun Pagi Multipurpose Cooperative Store, Rengat District, Indragiri Hulu Regency.