Pengaruh Kualitas Produk dan Promosi terhadap Kepuasan Konsumen pada PT Semen Jakarta
DOI:
https://doi.org/10.59945/jpnm.v4i3.1476Keywords:
Kepuasan Konsumen, Kualitas Produk, PromosiAbstract
Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan promosi terhadap kepuasan konsumen pada PT Semen Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 52 konsumen. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan SPSS versi 29 melalui uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa seluruh item instrumen valid dan reliabel. Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen dengan koefisien regresi 0,363, nilai t hitung 4,090, dan signifikansi < 0,001. Promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen dengan koefisien regresi 0,820, nilai t hitung 7,811, dan signifikansi < 0,001. Secara simultan, kualitas produk dan promosi berpengaruh signifikan terhadap kepuasan konsumen dengan nilai F hitung 314,082 dan signifikansi < 0,001. Nilai R Square sebesar 0,928 menunjukkan bahwa 92,8% variasi kepuasan konsumen dapat dijelaskan oleh kualitas produk dan promosi. Temuan ini menegaskan pentingnya konsistensi mutu produk dan promosi yang informatif untuk meningkatkan kepuasan konsumen.
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