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All Journal Jurnal Ilmiah Mahasiswa Pendidikan Fisika Journal Informatic, Education and Management (JIEM) Mudabbir: Journal Research and Education Studies International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) Darussalam Indonesian Journal of Nursing and Midwifery
Sarah Nadia
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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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 Amalia Nazlah Hutabarat Aurelia Septiandari Cut Bulan Ananda Fadhilah . Hilda Pratiwi Husniati Juanita Linda Adriani Mai Simahatie Maulidayani Mirza Muhammad Ferdiananda Chadafi Murniati Nadia Salsabillah Najwa Naraya Siwabessy Nanda Ramadani Rahmi Yoga Yuniadi