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THE INFLUENCE OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON CONSUMER SATISFACTION AT THE MALIKA CAKE & BAKERY SHOP, ULEGLE BRANCH Maulidayani; Sarah Nadia; Husniati; Juanita; Mirza
International Conference on Health Science, Green Economics, Educational Review and Technology Vol. 5 No. 2 (2023): IHERT (2023) SECOND ISSUE: International Conference on Health Science, Green Ec
Publisher : Universitas Efarina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ihert.v5i2.397

Abstract

Consumer satisfaction is essential for every company, especially in the light food industry. The main factors that drive consumer satisfaction are product quality, price, and brand image. Therefore, business owners, particularly in the culinary field, are expected to pay attention to these satisfaction-driving factors. The purpose of this study is to determine the influence of product quality, price, and brand image on consumer satisfaction at Malika Cake & Bakery Ulee Gle branch. This research uses a quantitative approach with an empirical study type. The sampling technique used in this study is accidental sampling with 100 respondents. Primary data was collected through questionnaires, and secondary data was obtained from journals and books. The data analysis techniques used are descriptive analysis and multiple linear regression analysis, classic assumption tests (normality, multicollinearity, heteroscedasticity), instrument tests (validity and reliability), and hypothesis testing (F-test and T-test) using SPSS version 20.0.The results of this study indicate that product quality (X1), price (X2), and brand image (X3) have a positive and significant influence on consumer satisfaction (Y).High product quality is achieved through quality raw materials, standardized production processes, and modern technology, while competitive pricing is determined by efficient cost management and adaptive pricing strategies. A strong brand image is formed from good customer service, continuous product innovation, and targeted marketing approaches. These factors not only increase consumer satisfaction but also strengthen the loyalty and competitiveness of Malika Cake &Bakery.
Co-Authors Aisa Nikmah Rahmatih Aisy, Nurul Raodatul Alimuddin, Nurkhaerat Amini, Azizah Angga, Prayogi Dwina Asmawati, Ainun Baharullah Bahrum Bai Athur Ridwan Baiq Niswatul Khair Baiq Yuni Wahyuningsih Darmiany Dirmansyah Eka Swari Pratiwi Erfin Fadilah, Ainun Fauzi, Asri Ferinawati Haidesha Fitri, Nindya Dwita Hanafi, La Ode Ali Handika , Ilham Hari Witono Hasnawati Heri Hadi Saputra Hidayati, Vivi Rachmatul I Nyoman Karma Ida Ermiana Ide Bagus Kade Gunayasa Iin Parlina Ila Rosita Ilham Handika Ilham Syahrul Jiwandono INyomanKarma Itsna Oktaviyanti Jiwandono, Ilham Syahrul Juanita Junnah , Habibatin Kaninta, Novianti Karma, Nyoman Kemala Dewi, Nurul Khairun Nisa khusnul khotimah Kurniati, Rury Lalu Gede Agung Krisna Darma Adistira Lalu Hamdian Affandi Maulidayani Mirza Moh. Irawan Zain Mohamat Hadori Muhammad Makki Muhammad Syazali Muhammad Tahir Musaddat, Syaiful Nais Kusma Dewi Nani Fitriani Nia, Lailatul Kurniati Nila Aulia Syafitri NILAWATI Nimala Dewi, RR. Wahyi Nisah, Raodatul Novitasari, Setiani Nunung Qomariyanti Nurfitriyani Nurmawanti, Iva Nurul Kemala Dewi Oktaviani, Widia Putri, Hikmah Ramdhani Rachmawati, Retna Ragil Gamar Paskahillah Rahmawati S.Pd. M Kes I Ketut Sudiana . Safinah Tulhariya Sarah Nadia Setiani Novitasari Siti Rohana Hariana Intiana Sri Sopiati Sudirman Sulastri, Dinia SURYANTI Umar Vivi Rachmatul Hidayati Wawan Juandi Widia Hakiki, Baiq Wijayanti, Geofani Wiwin Dwi Putri Yeyen Yusniar Yolanda Eriana Pradita Yuli Srihartati Zahrawaan, Putri Az