The Influence of Product and Price on Customer Satisfaction at Warung Zee, Pontianak City

Juwita Aulia; Sumiyati Sumiyati

doi:10.47616/jamrems.v6i4.664

Authors

Juwita Aulia Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Pontianak
Sumiyati Sumiyati Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Pontianak

DOI:

https://doi.org/10.47616/jamrems.v6i4.664

Keywords:

Product, Price, Customer Satisfaction, Warung Zee, Multiple Linear Regression

Abstract

This study aims to analyze the influence of product and price on customer satisfaction at Warung Zee in Pontianak City. In this study, an associative approach was used with primary data collection techniques in the form of interviews and questionnaires, as well as secondary data covering product and sales information. The sample used was 100 respondents, with a purposive sampling technique. Data analysis was carried out using validity tests, reliability tests, multiple linear regression, and classical assumption tests such as normality, multicollinearity, and linearity. The results of multiple linear regression indicate that product and price have a significant positive effect on customer satisfaction, with a coefficient of determination (R²) of 72.8%. The F test results indicate that product and price simultaneously have a significant effect on customer satisfaction (p < 0.05). The t test shows that both product and price also have a partial significant effect on customer satisfaction. Based on the results of the study, it can be concluded that product and price have an important role in increasing customer satisfaction at Warung Zee, which shows the importance of the right pricing strategy and product quality to retain customers and increase their satisfaction.

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