Pengaruh Keberagaman Produk, Harga dan Promosi Penjualan Terhadap Kepuasan Konsumen Sultan Thai Tea Lumajang

Abstract

The progress of the current era of globalization has an impact on the business world, so that it has many competitors and business actors must be able to show what are the special characteristics and uniqueness, as well as the interest that comes from the products they will sell to consumers. This study aims to determine the effect of product diversity, price and sales promotion on consumer satisfaction of Sultan Thai Tea Lumajang. The method used in this study is quantitative. Data collection techniques were obtained through the distribution of questionnaires with a population of 100 people using the NonProbability Sampling Technique with the type of accidental sampling method, so the sample in this study was 60 respondents. Hypothesis testing with Multiple Linear Regression Analysis Technique with partial testing or t-test with
the following results: 1). Product diversity has a significant effect on consumer satisfaction variables at Sultan Thai Tea Lumajang, 2). Price does not have a significant effect on consumer satisfaction at Sultan Thai Tea Lumajang, 3). Sales promotion does not have a significant effect on consumer satisfaction at Sultan Thai Tea Lumajang. The coefficient of determination (R2) value produced is 39.8% while the remaining 60.2% is due to
other variables that were not tested in this study, such as the trust variable, which is sometimes taken into account by customers when choosing culinary products and the word of mouth variable, which refers to recommendations from colleagues/friends to share information about the culinary products consumed.