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Journal : IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita

Variation Product, Green Marketing, And Discount On Consumer Satisfaction Niwayansari, Fira; Santoso, Adi; Wijianto, Wijianto
IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita Vol 13 No 1 (2024): IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita - June
Publisher : LPPM ISNJ Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46367/iqtishaduna.v13i1.1849

Abstract

This research analyses whether product variations, green marketing and discounts influence KFC consumer satisfaction at Lawu Plaza Madiun. This type of research is quantitative and uses primary data sources. The research population is all KFC consumers from active students at the Muhammadiyah University of Ponorogo, where the number cannot be known with certainty. Sampling used a non-probability sampling technique with the accidental sampling method, and sample measurement used the Hair approach, so 140 respondents were obtained. The sample measurement technique uses a Likert scale interval of 1-10. The data analysis technique uses multiple linear regression. The results of this research show that variety and green marketing have a significant positive effect on consumer satisfaction, while discounts do not have a positive effect on consumer satisfaction. Simultaneously, the variables of product variation, green marketing, and discounts influence consumer satisfaction. The results of this research can complement existing theories and be used as a reference for KFC management in increasing consumer satisfaction in terms of product variety and green marketing.
Co-Authors Abdurohim, Dindin Aghnia Salma Salsabila Alberta Adinata Alghazeer, Rabia Alifah Febirika Nurjanah Amelia Putri Amellya, Risnanda Putri Anam, M. Khairul Ananda, Yudha Rizky Andri Wardiana, Andri Anggorowati, Luki Sri Anggraeni, Fahrida Noor Anugerah Yuka Asmara Aprylia, Regyta Ardianto*, Felix Ardyan Firdausi Mustoffa Ari Irawan Astuti, Nanda Widia Aulia, Amanda Karismatul Auliasari, Ria Windi Azhar, Nuril Azzahra, Salsabila Bafirman HB Bambang Yulianto Beltasari, Ruri Acnes Bety Oktavia Rahayu Chamidah, Siti Chamidah, Siti Chandra Bella Kartika Chrisna Adhi Suryono Dede Hermawan Delianis Pringgenies Dwi Astuti Dwi Warni Wahyu Dwisakti*, Vebrian Edi Kurniawan Edy Kurniawan, Edy Efendi, Zakaria Eka Destriyanto Pristi Eka Destriyanto Pristi Eka Destriyanto Pristi Ayuningtyas Endah Puji Septisetyani, Endah Puji Ervia Yudiati Evit Harmawati Fatimah Azzahra Febrianti Muji Trianawati Felix Ardianto* Fery Setiawan Fery Setiawan Fery Setiawan Fery Setiawan Fery Setyawan Fery Setyawan Fitri Suratin Fitria Hidayati, Fitria Gessy Augustina Dwi Saputri Hadi Sumarsono Hadi Sumarsono Hanik Rahmawati, Hanik Hanim, Meysella Al Firdha Happy Fitria, Happy Heri Wijayanto Herma Rio Candra Saputra Himawan, Alayna Lillahida Indri Iin Wijayanti Indrawan , Ahmad Faras Iqomatuddin, Muhammad Irmanida Batubara Isna Nur Rahmawati Ita Widowati Juliawati Juliawati Kartika, Chandra Bella Kastian, Ria Fajarwati Khasanah, Alfina Asma’ul Kiswanti, Nafisyah Komang Alit Paramitasari Kristyana, Naning Kumala, Masria Kuska, Dila Ayu Ramanda Kusumaningrum, Reny Kusumawardhani, Dhian La Ode Sugianto Laila Fijannatin Naim Laksono Trisnantoro Lestari, Marlina Dewi Lina Pina Uljannah M. Sulastiningsih, Ignasia Muhammad Rizky Alamshah Mulyadi Mulyadi Naning Kristiyana Naning Kristiyana Naning Kristiyana Naning Kristiyana Naning Kristiyana, Naning Nayni Nayni Neng Herawati, Neng Nisa'u Lailatizzahro Nistirohah Nur Fitriani Niwayansari, Fira Norma Hapsary Novianti, Metta Nuraini , Ria Azizah Tri Nurdiana Nurdiana Nurul Iman Nurul Iman, Nurul P Cahyono Pari, Rohmah Popi Hadi Wisnuwardhani, Popi Hadi Pradana, Sepbrio Ian Pradipta, Farel Bragas Pramudya, Dimas Alfikri Prasetyaningrum, Pekik Wiji Prasetyo, Ilham Adi Pratama, Dimas Dipa Pratiwi, Anggun Anggraini Mila Pristi, Eka Destriyanto Purnomo, Rochmat Aldy Purwaningrum, Titis Purwantiningsih Sugita Puspita Sari Puspitasari, Muthia Fahriyah Putri, Isna Hary Ardita Radita Noviani Rahayu, Listyowati Puji Ramadani, Ratna Dwi RATIH ASMANA NINGRUM Ratri Widya Wulandari REIGION JUMANTORO Renaldi, Bagas Revina Lindya Kusuma Riawan Riawan Riawan Riawan Riawan Riawan, Riawan Riski Taufik Hidayah Ristianawati, Yuyun Rivaldi, Hengky Riza Dessy Nila Ayutika Rizki Gagah Saputra Rudhi Pribadi Rusdjijati, Retno Ryza Wahyu Anofa S Hartono Sabela, Rizka Elis Safitri, Unna Ria Salsabila, Puti Athirah Sari, Lina Fatika Sepbrio Ian Pradana Setiawan Edi Wibowo Setya Raharja Shabrina, Yuniar Nur Siska Maryunitasari Siti Arifah Sri Hartono Sri Hartono Sri Hartono, Sri Subarkah, Windu Praditiyo Suhaimi, Ahmad Sunarya, Yaya Sunaryo Sunaryo Susanto, Akhiyan Hadi Suyoko, Ahmad Tasya Melania Nasution Titi Rapini Titi Rapini, Titi Titis Purwaningrum Tsabita, Azza Salma Uljannah, Lina Pina Umi Farida Umi Farida Umi Farida Umi Farida Vebrian Dwisakti* Vicamara, Ulfa Wahna Widhianingrum Wahna Widhianingrum Wahna Widhianingrum, Wahna Wahyuningsih, Dwi Warni Wayan Wijaksono Wibowo, Rahmada Yasmin Ari Wijaksono, Wayan Wijianto Wijianto Wisnasari, Shila Yana Rubiana, Yana Yana Rubiyana, Yana Yulian Wiji Utami Yuliana Mariya Ulva Yuliarta, Refina Dwi Zeini, Cerlis Cesar