PENGARUH KUALITAS PRODUK, PROMOSI, DAN HARGA TERHADAP KEPUASAN KONSUMEN PRODUK CONSINA CABANG SURABAYA

Abstract

This research is aimed to find out the influence of product quality, promotion, and price to
the consumer satisfaction of product at Consina Cabang Surabaya. The population is all consumer
who have ever purchased the product at Consina Cabang Surabaya, and 100 respondents have been
selected as samples. Based on the result of the Individual Parameter significant test indicates that
product quality and price have significant influence to the consumer satisfaction, and promotion
have not significant to the consumer satisfaction. The result of partial determination coefficient test
indicates that the most dominant variable is product quality.

Keywords :product quality, promotion, price, consumer satisfaction.