Analysis of Consumer Behavior, Price Perception and Product Quality on Customer Satisfaction at Vida Cafe Medan
Keywords:
Consumer Behavior, Price Perception, Product Quality, Customer SatisfactionAbstract
This research aims to test and find out more clearly how Consumer Behavior Analysis, Price Perception and Product Quality Affect Customer Satisfaction. This research was conducted at Vida Café Medan. The number of samples in this study was 97 respondents. This study uses a quantitative method. The data obtained was analyzed using a statistical formula, namely with the SPSS v.26 program. The results of this study show that Consumer Behavior partially has a positive and significant effect on customer satisfaction at Vida Café Medan Consumer behavior partially does not have a significant effect on customer satisfaction at Vida Café Medan (tcal value > table, 0.760 < 1.661 at sig. 0.000 < 0.05) so that the H1 hypothesis is rejected. Price perception partially did not have a significant effect on customer satisfaction at Vida Cafe Medan (tcal value > table, 0.608 < 1.661 at sig. 0.000 < 0.05) so the H2 hypothesis was rejected. The quality of the product partially had a positive and significant effect on customer satisfaction at Vida Café Medan (tcal value > table, 2.252 > 1.661 at sig. 0.000 < 0.05) so that the H3 hypothesis was accepted. This can be seen from the analysis of multiple linear regression through the positive marked F test with a value of Fcal > Ftable, 9.647 > 3.09 at sig. 0.000 < 0.05 so that the H4 research hypothesis is accepted. The R2 (R Square) value generated by 29.3% of customer satisfaction can be obtained or explained by consumer behavior, price perception and product quality, while the remaining 70.7% is explained or influenced by other variables that were not studied in this study.
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