ANALYSIS OF CUSTOMER SATISFACTION IN PURCHASING TRADITIONAL SERUNI BEVERAGE PRODUCTS ONLINE AT STIE SEMARANG STUDENTS

Sukarsono Sukarsono, Risma Musfiyana

Abstract

Traditional drinks are drinks that are formulated with ingredients that can nourish the body. This method is to analyze the effect of Product Quality, and Customer Satisfaction on Purchasing Decisions. The subjects in this method were 50 respondents who had previously purchased traditional seruni beverage products in the Semarang city area. In analyzing this research data the methods used include classical assumptions, F and t tests, coefficients of determination and all using SPSS. The results of the classical assumption test show normal data, no heteroscedasticity and no multicollinearity. Then the results of multiple regression analysis showed that regression models can be used to predict buyback decisions based on t-tests. It can be concluded that product quality data and customer satisfaction have significant value because < 0.05 so the hypothesis is accepted. In conclusion, there is a positive and significant influence of data, product quality, and customer satisfaction on purchasing decisions. Buy back the Traditional Seruni Drink product online at Stie Semarang Students.
Keywords: customer satisfaction; Product Quality; Purchasing Decision

Full Text:

PDF

References

Amirullah. (2015). Introduction to Management: Functions, Processes, Control. Introduction to Management: Functions, Processes, Control.

Astuti, R., Ardila, I., &; Lubis, R. R. (2019). Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Merek Converse The Effect of Promotion and Product Quality on the Purchase Decision of Converse Brand Shoes. Akmami, 2(2), 204–219.

Kotler, Philip., Keller, K. L. (2013). Marketing Management. Erlangga.

Lenzun, J. J., &; Adare, J. D. D. M. D. (2014). The effect of product quality, price and promotion on Telkomsel Prepaid Card customer satisfaction. EMBA Journal, 2(3), 1237–1245. www.telkomsel.com

Sari, S. P. (2020). Strategies to Increase Sales in the Digital Era. Scientific Journal Of Reflection : Economic, Accounting, Management and Business, 3(3), 291–300. https://doi.org/10.37481/sjr.v3i3.224

Sugiyono. (2014). Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Alphabeta.

Tiya, M., Suari, Y., Luh, N., Sayang Telagawathi, W., &; Yulianthini, N. N. (2019). The influence of product quality and product design on purchasing decisions. Bisma: Journal of Management, 5(1).

Refbacks

  • There are currently no refbacks.