INFLUENCE OF PRODUCT QUALITY, PRICE, AND PROMOTION ON CUSTOMER SATISFACTION AT CV. PRIMA JAYA PHARMACY, REGAT BARAT DISTRICT INDRAGIRI HULU REGENCY

Abstrak

Consumer satisfaction is very important to note because it will have an impact on sales

results achieved by the organization, where customer satisfaction at CV. Prima Jaya Pharmacy,

Rengat Barat District, Indragiri Hulu Regency has experienced a decline which can be seen from

the product sales table, so this will have an impact on consumer satisfaction.

This study aims to analyze the influence of product quality, price and partial promotion

variables on customer satisfaction at CV. Prima Jaya Pharmacy, Rengat Barat District, Indragiri

Hulu Regency for 6 months.

The data collection method used is the census method, namely giving questionnaires to

consumers according to the research conducted. Data were analyzed using the Quantitative

Method which used the path analysis formula using the SPSS Statistics 21 computer program.

From the results of hypothesis testing, it can be seen that product quality partially has a

significant effect on customer satisfaction at CV. Prima Jaya Pharmacy, Rengat Barat District,

Indragiri Hulu Regency. Price partially has no significant effect on customer satisfaction at CV.

Prima Jaya Pharmacy, Rengat Barat District, Indragiri Hulu Regency. Promotion partially has a

significant effect on customer satisfaction at CV. Prima Jaya Pharmacy, Rengat Barat District,

Indragiri Hulu Regency