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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Erni Junaida
Manajemen, Fakultas Ekonomi, Universitas Samudra
Economics, Econometrics & Finance

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Pengaruh Keragaman Produk, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Brandan Donuts Di Pangkalan Berandan Muhammad Tulus Pekerti; Erni Junaida; Rahmi Meutia
Jurnal Manajemen Akuntansi (JUMSI) Vol 3, No 1: 2023
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v3i1.3707

Abstract

This study aims to determine the effect of product diversity and price on consumer satisfaction of Brandan Donuts in Pangkalan Berandan. This study used a sample of 96 respondents with a minimum purchase frequency of two or more times. The method of analysis used multiple linear regression, t test, F test and coefficient of determination test. The results of this study show Y = 5.484 + 0.612X1 + 0.313X2. The results of the t test show that the product diversity factor has a significant effect on consumer satisfaction of Brandan Donuts in Pangkalan Berandan, price has a significant effect on consumer satisfaction of Brandan Donuts in Pangkalan Berandan. The results of the coefficient of determination test (adjusted R2) obtained a value of 0.556 or 55.6%, this means that product diversity and price variables affect Brandan Donuts consumer satisfaction in Pangkalan Berandan. While the remaining 44.4% is influenced by other variables not examined in this study.
Co-Authors Muhammad Tulus Pekerti Rahmi Meutia