THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON SATISFACTION DUNKIN' DONUTS CUSTOMERS IN THE COCONUT GADING REGION NORTH JAKARTA

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Published: May 10, 2021

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Authors

Venny Lieana

Muhamad Fuad
Institut Bisnis dan Informatika Kwik Kian Gie

Bernadine
Institut Bisnis dan Informatika Kwik Kian Gie

Issue
Vol. 10 No. 2 (2021): Jurnal Manajemen Vol.10 No. 2 Tahun 2021

Section
Articles

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Article Details


Abstract

In the current era of globalization, culinary developments in Indonesia are very fast. As a
result, the types of businesses that have been established vary, ranging from local food to
food originating from abroad. With so many types of food that come from abroad and are in
great demand, a simple food has emerged, namely donuts. As a food that is in demand, donut
companies now have to maintain product quality. In addition to maintaining product quality,
donut companies must set competitive prices. The purpose of this study is to determine
customer satisfaction at Dunkin 'Donuts in Kelapa Gading, North Jakarta through product
quality and price variables, customer satisfaction is the most important thing that must be
achieved in a company. The theory used to support this research is Product Quality, Price
and Customer Satisfaction. The object of this research is Dunkin 'Donuts in Kelapa Gading,
North Jakarta. The data collection technique in this research is by distributing questionnaires
online via google form, for the sampling technique used is non-probability sampling and the
method used is judgment sampling. The data analysis technique used in this research is
validity test, reliability test, descriptive analysis, classical assumption test, and multiple
linear regression analysis. The results of this study indicate that the Product Quality variable
has t count> t table (3,235> 1.978) with a significance of 0.002 <0.05, for the variable Price
has t count> t table (4.182> 1.978) with a significance of 0.000 <0.05. From these results it
can be stated that if the level of product quality and price is getting better, it can maintain
and even increase customer satisfaction. The conclusion of this study is that all the
hypotheses contained in this study have been proven to have a positive effect on Dunkin
'Donuts Customer Satisfaction in Kelapa Gading, North Jakarta.
Keywords: Product Quality, Price, Customer Satisfaction