Product Quality, Packaging, Taste, and Price as Antecedents of Consumer Satisfaction: A Case Study on Olive Fried Chicken in Yogyakarta City
Abstract
This study aims to analyze product quality, packaging, taste, and price on consumer satisfaction of Olive Fried Chicken consumers. The population in this study were people who had consumed Olive Fried Chicken in Yogyakarta City. The sample in the study was 150 respondents. This study used a quantitative approach. The data collection method used a questionnaire that had been tested for validity and reliability. The data analysis technique used to answer the hypothesis was multiple linear regression T-test and F-test. The results of this study indicate that product quality has a positive and significant effect on consumer satisfaction, packaging has a positive and significant effect on consumer satisfaction, taste has a positive and significant effect on consumer satisfaction, price has a positive and significant effect on consumer satisfaction and shows that product quality, packaging, taste and price have a simultaneous effect on consumer satisfaction. The R square value of 0.812 indicates that the ability of the independent variable to explain the variation of the dependent variable is 81.2% and the remaining 18.8% is explained by variables outside the research model.
Downloads
Copyright (c) 2024 Muhammad Fadli, Alfina Zsazsa Naqiya, Sukardi Sukardi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish journals in Equity: Jurnal Ekonomi agrees with the following conditions:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3. Every publication (printed/electronic) are open access for educational purposes, research, and library. Other than the aims mentioned above, the editorial board is not responsible for copyright violation.