Pengaruh Price Fairness, Product Quality dan Promotion terhadap Customer Satisfaction pada Pembelian Virtual Goods oleh Gamers di Kota Bengkulu

Fadillah, M Daffa

Managament Insight: Jurnal Ilmiah Manajemen
Vol 20 No 2 (2025): Managament Insight: Jurnal Ilmiah Manajemen

This Study aims to examine the effect of price fairness, product quality and promotion to customer satisfaction. This research method is quantitative, and primary data collected by online questionnaires. Participants of this research consisted at 140 gamers in Bengkulu City who bought the virtual goods. The data were processed using Statistical Package for Social Sciences (SPSS) 16.0. The result were obtained in this study: (1) price fairness influences customer satisfaction positively and significantly (2) product quality influences influences customer satisfaction positively and significantly (3) promotion influences influences customer satisfaction positively and significantly. This paper suggest that the game developers should actively give their best product pricing, develop quality of virtuals goods and should make the differentiated marketing strategies. Keywords : price fairness, product quality, promotion, customer satisfaction