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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

The objective of this research is to identify and analyze the effects of product quality, sales promotion and perceived price on the customer satisfaction of mountain hikers in Malang City. Using purposive sampling technique, 132 mountain hikers of Malang City who have made at least one purchase of Consina products were selected as the respondents. The data was harvested via Google Forms questionnaires and was analyzed through multiple linear regression in SPSS 26. This study finds that product quality, sales promotion, and perceived price partially have significant effects on the customer satisfaction. With the adjusted R-squared value of 0.601, it can be inferred that product quality, sales promotion, and perceived price influence 60.1% of the customer satisfaction, with the remaining 39.9% is the contribution of other variables not discussed in this research.
Co-Authors Ikhtiara Kaideni Isharina