Analysis of the Effect Product Quality, Promotion And Price on Customer Satisfaction of Nnk 99 Herbal Drink East Java

Abstract

This study aims to determine the effect analysis of product quality, promotion, and prices on consumer satisfaction NNK 99 sour turmeric herbal drink Pasuruan district. The research method used is a quantitative research method with a descriptive research type. Consumer satisfaction (Y) is the dependent variable, while the influence of product quality (X1), Promotion (X2), and price (X3) are independent variables. The population in this study were buyers/consumers who purchased NNK 99 sour turmeric drink, Pasuruan Regency, for a period of 3 months from March 2022 to May 2022, a total of 2,774 consumers. Based on the Slovin formula, the sample in this study was 97 people. The data analysis technique used is multiple linear regression analysis. From the results of the t test in Unstandardized Coefficients, it shows the value of the product quality variable (X1) of 0.487 or 48.7%, the Sales variable is 0.346 or 34.6% (X2) and the Price variable (X3) is 0.215 or 21.5%. It can be concluded that the dominant variable on consumer satisfaction (Y) is product quality (X1) of 48.7%.