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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Varellino, Geraldus Edbert
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Decision Sciences, Operations Research & Management

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Drivers of Customer Satisfaction Among Mountain Hikers: The Role of Product Quality, Sales Promotion, and Perceived Price Varellino, Geraldus Edbert; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.07

Abstract

Purpose – This study aims to examine and analyze the effects of product quality, sales promotion, and perceived price on customer satisfaction among mountain hikers in Malang City, particularly users of Consina outdoor products.   Design/methodology/approach – This study employs a quantitative research design using purposive sampling. The sample consists of 132 mountain hikers in Malang City who have purchased Consina products at least once. Data were collected through a Google Forms questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26.   Findings – The results indicate that product quality, sales promotion, and perceived price each have a positive and significant effect on customer satisfaction. The adjusted R² value of 0.601 suggests that these three variables explain 60.1% of the variation in customer satisfaction, while the remaining 39.9% is influenced by other factors not included in this study.   Originality/value – This study provides originality by simultaneously examining product quality, sales promotion, and perceived price within the specific context of hiking equipment users in Malang City. The findings offer new empirical evidence from a niche consumer segment that has received limited attention in previous research.
Co-Authors Ikhtiara Kaideni Isharina