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All Journal Agregat: Jurnal Ekonomi dan Bisnis JURNAL EKOBIS DEWANTARA Operations Management and Information System Studies
Budi Permana Yusuf
Universitas Muhammadiyah Prof. Dr. HAMKA
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Operations Management and Information System Studies

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The effect of marketing mix and product quality on consumer satisfaction on purchase of dairy product Budi Permana Yusuf; Edi Setiawan; Rakha Tri Kurnia
Operations Management and Information System Studies Vol. 1 No. 3 (2021): Operations Management and Information System Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (483.551 KB) | DOI: 10.24036/omiss.v1i3.28

Abstract

The purpose of this study was to study the effect of marketing mix and product quality on consumer satisfaction in purchasing Frisian Flag Milk products at Indomart Halim Perdana Kusuma, East Jakarta. A questionnaire survey collected 90 research respondents. The data analysis used in this research is validity test, reliability test, descriptive statistical analysis, multiple linear regression analysis, classical assumption test, correlation coefficient analysis, coefficient of determination analysis and hypothesis testing at the level of confidence (α = 0.05). The results of the study partially show that there is a positive and significant influence between the Marketing Mix on Consumer Satisfaction. While the product quality variable has a positive and significant influence on consumer satisfaction.
Co-Authors Ari Firmansyah Edi Setiawam Edi Setiawan Rakha Tri Kurnia Sunarta