PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUASAN KONSUMEN

  • Intan Rahmawati UNIVERSITAS ISLAN NEGRI RADEN INTAN LAMPUNG
  • Akbar Andhika Universitas Islam Negri Raden Intan Lampung
  • Annisa Uswatun Hasanah Universitas Islam Negri Raden Intan Lampung
  • Vicky F Sanjaya Universitas Islam Negri Raden Intan Lampung
Keywords: product quality, price, promotion, location, customer satisfaction

Abstract

This study aims to examine the effect of product quality, price, promotion and location on customer satisfaction. The method used in this study was a cross-sectional survey design. The sample in this study were consumers of the cafe inspirational corner with a total of 98 respondents. The statistical test was performed using the PLS-based Structural Equation Modeling. The validity test uses the loading factor value, while the reliability test uses the Cronbach'c alpha value, composite reliability and Average Variance Extracted (AVE). After all the results of the indicator items used in this study were valid and reliable, then the hypothesis was tested. Of the four hypotheses proposed, all are supported. The conclusion of this research is the importance of maintaining good product quality, price, promotion and location in order to get customer satisfaction

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Published
2021-03-09
How to Cite
Rahmawati, I., Andhika, A., Hasanah, A., & Sanjaya, V. (2021). PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUASAN KONSUMEN. Jurnal Elastisitas: Kajian Pendidikan Ekonomi, Ilmu Ekonomi, Dan Kewirausahaan, 2(2), 117-124. Retrieved from http://jurnal.stkippgribl.ac.id/index.php/elastisitas/article/view/729
Section
Articles