The Effect of Service Quality, Price, and Promotion on Customer Satisfaction Of Futry Bakery & Cake Branch in Gowa

Syamsu Rijal(1*), Sahade Sahade(2), Ika Nurhalisah(3),

(1) Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar
(2) Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar
(3) Fakultas Ekonomi dan Bisnis, Universitas Negeri Makassar
(*) Corresponding Author




DOI: https://doi.org/10.26858/ja.v9i1.34011

Abstract


This research is a quantitative research that aims to 1) Knowing the partial effect of service quality on customer satisfaction Futry bakery & cake branch in Gowa, 2) Knowing the partial effect of price on customer satisfaction Futry bakery & cake branch in Gowa, 3) Knowing the partial effect of promotion on customer satisfaction Futry bakery & cake Gowa branch, and 4) Knowing the simultaneous effect of service quality, price, and promotion on customer satisfaction Futry bakery & cake branch in Gowa. questionnaires. The data analysis technique used instrument testing (validity test and reliability test), classical assumption test (normality test, heteroscedasticity test, and multicollinearity test), and hypothesis testing (partial test (t test), determinant test (R2), and simultaneous test ( test f). The results of hypothesis testing show 1) there is a positive and significant effect of service quality on customer satisfaction with the regression coefficient having a positive value of 0.151 and a significance value of 0.000 < 0.05, 2) there is a positive and significant effect of price on customer satisfaction with the regression coefficient having a positive value. of 0.285 and a significance value of 0.032 < 0.05, 3) there is a positive and significant effect of promotion on customer satisfaction with the regression coefficient having a positive value of 0.318 and a significance value of 0.000 < 0.05, and 4) there is a simultaneous influence on service quality, price , and promotion of customer satisfaction with a calculated F value of 41,695 and a significance value of 0.000 < 0.05.


Keywords


Service Quality; Price; Promotion; Customer Satisfaction

Full Text:

PDF

References


Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of marketing, 63(4_suppl1), 146–163.

Aranda-Michel, E., Arnaoutakis, G., Kilic, A., Bavaria, J., Szeto, W. Y., Yousef, S., Navid, W., Serna-Gallegos, D., & Sultan, I. (2021). Thoracic Surgery Foundation Research Awards: Leading the Way to Excellence. The Annals of Thoracic Surgery. https://doi.org/https://doi.org/10.1016/j.athoracsur.2021.04.012

Aras, M., Syam, H., Haris, H., Jasruddin, M., & Akib, H. (2020). The Analysis of Mix Marketing System Toward The Perfomance of Convection Business in Makassar. 226(Icss), 1104–1107. https://doi.org/10.2991/icss-18.2018.233

Aras, Muh, Syam, H., Jasruddin, J., Akib, H., & Haris, H. (2017). The effect of service marketing mix on consumer decision making. International Conference on Education, Science, Art and Technology, 108–112.

Bolton, L. E., & Mattila, A. S. (2015). How does corporate social responsibility affect consumer response to service failure in buyer–seller relationships? Journal of Retailing, 91(1), 140–153. https://doi.org/10.1016/j.jretai.2014.10.001

Byrne, M. (2016). ‘Asset price urbanism’and financialization after the crisis: Ireland’s National Asset Management Agency. International Journal of Urban and Regional Research, 40(1), 31–45.

Carolan, M. S. (2021). What is driving consumer food waste: Socio-material assemblages of household consumption practices. Appetite, 166, 105478. https://doi.org/https://doi.org/10.1016/j.appet.2021.105478

Chiu, H.-C., Hsieh, Y.-C., Li, Y.-C., & Lee, M. (2005). Relationship marketing and consumer switching behavior. Journal of Business Research, 58(12), 1681–1689.

Creswell, J. W. (1999). Mixed-method research: Introduction and application. In Handbook of educational policy (hal. 455–472). Elsevier.

Creswell, J. W. (2010). Mapping the developing landscape of mixed methods research. SAGE handbook of mixed methods in social & behavioral research, 2, 45–68.

Creswell, J. W., & Clark, V. L. P. (2017). Designing and conducting mixed methods research. Sage publications.

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Danzer, A. M., & Grundke, R. (2020). Export price shocks and rural labor markets: The role of labor market distortions. Journal of Development Economics, 145, 102464. https://doi.org/https://doi.org/10.1016/j.jdeveco.2020.102464

Djafar, R., Syam, H., Raharjo, P., Abdussamad, J., & Akib, H. (2019). Reconstruction of Poverty Reduction Strategy Model Based on Community Empowerment Programs. Academy of Entrepreneurship Journal, 25(2), 1–10.

England, R. W. (1998). Measurement of social well-being: alternatives to gross domestic product. Ecological Economics, 25(1), 89–103. https://doi.org/https://doi.org/10.1016/S0921-8009(97)00098-0

Fetters, M. D., Curry, L. A., & Creswell, J. W. (2013). Achieving integration in mixed methods designs—principles and practices. Health services research, 48(6pt2), 2134–2156.

Gilbert, H., Whitzman, C., Pieters, J., & Allan, A. (2018). Children’s everyday freedoms: Local government policies on children and sustainable mobility in two Australian states. Journal of Transport Geography, 71, 116–129. https://doi.org/https://doi.org/10.1016/j.jtrangeo.2018.07.007

Hansen, T. (2005). Perspectives on consumer decision making: An integrated approach. Journal of Consumer Behaviour: An International Research Review, 4(6), 420–437.

Hıdıroğlu, D. (2019). Self- assessment Performance Measurement in Construction Companies: An Application of the EFQM Excellence Model on Processes and Customer Stages. Procedia Computer Science, 158, 844–851. https://doi.org/https://doi.org/10.1016/j.procs.2019.09.122

Holland, C. P., Thornton, S. C., & Naudé, P. (2020). B2B analytics in the airline market: Harnessing the power of consumer big data. Industrial Marketing Management, 86, 52–64. https://doi.org/https://doi.org/10.1016/j.indmarman.2019.11.002

Hoque, M. Z., & Myrland, Ø. (2022). Consumer preference for fish safety inspection in Bangladesh. Aquaculture, 737911. https://doi.org/https://doi.org/10.1016/j.aquaculture.2022.737911

Huang, L., Mou, J., See-To, E. W. K., & Kim, J. (2019). Consumer perceived value preferences for mobile marketing in China: A mixed method approach. Journal of Retailing and Consumer Services, 48, 70–86. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.02.007

Istanti, E., Sanusi, R., & Daengs, G. S. (2020). Impacts of Price, Promotion and Go Food Consumer Satisfaction in Faculty of Economic and Business Students of Bhayangkara University Surabaya. Ekspektra: Jurnal Bisnis dan Manajemen, 4(02), 104–120.

John W Creswell. (2013). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed (Tiga). Pustaka Pelajar.

Jones, R., Jenkins, F., Mueller, J., Diener, I., & Oddo, C. (2015). Managing information and measurement to achieve excellence in service provision. Physiotherapy, 101, e14–e15. https://doi.org/https://doi.org/10.1016/j.physio.2015.03.021

Kanten, I. K., & Darma, G. S. (2017). Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance. Jurnal Manajemen Bisnis, 14(2), 143–165.

Kauppinen-Räisänen, H., Mühlbacher, H., & Taishoff, M. (2020). Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores. Journal of Retailing and Consumer Services, 57, 102251. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102251

Kimenju, S. C., & De Groote, H. (2008). Consumer willingness to pay for genetically modified food in Kenya. Agricultural economics, 38(1), 35–46.

Kotler, P. (2018). Why broadened marketing has enriched marketing. AMS Review, 8(1–2), 20–22.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. Pearson.

Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. The Journal of Marketing, 3–12.

Krasonikolakis, I., Vrechopoulos, A., Pouloudi, A., & Dimitriadis, S. (2018). Store layout effects on consumer behavior in 3D online stores. European Journal of Marketing.

Mariani, M. M., & Fosso Wamba, S. (2020). Exploring how consumer goods companies innovate in the digital age: The role of big data analytics companies. Journal of Business Research, 121, 338–352. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.09.012

Menn, M., Payne-Purvis, C., Chaney, B. H., & Chaney, J. D. (2021). When minutes matter: A university emergency notification system dataset. Data in Brief, 35, 106910. https://doi.org/https://doi.org/10.1016/j.dib.2021.106910

Nikolic, S., Suesse, T., Jovanovic, K., & Stanisavljevic, Z. (2020). Laboratory learning objectives measurement: Relationships between student evaluation scores and perceived learning. IEEE Transactions on Education, 64(2), 163–171.

Pasaribu, S. M. (2010). Developing rice farm insurance in Indonesia. Agriculture and Agricultural Science Procedia, 1, 33–41.

Piacentini, M. G., Dunnett, S., Hamilton, K., Banister, E., Gorge, H., Kaufman-Scarborough, C., & Nairn, A. (2019). Exploring the relations in relational engagement: Addressing barriers to transformative consumer research. Journal of Business Research, 100, 327–338. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.12.032

Prodromou, T., & Westerholm, P. J. (2022). Are high frequency traders responsible for extreme price movements? Economic Analysis and Policy, 73, 94–111. https://doi.org/https://doi.org/10.1016/j.eap.2021.11.001

Rogers, M., & Rogers, M. (1998). The definition and measurement of innovation. Citeseer.

Russell, C. A., Russell, D. W., & Honea, H. (2016). Corporate social responsibility failures: How do consumers respond to corporate violations of implied social contracts? Journal of Business Ethics, 136(4), 759–773. https://doi.org/10.1007/s10551-015-2868-x

Saari, U. A., Mäkinen, S. J., Baumgartner, R. J., Hillebrand, B., & Driessen, P. H. (2020). How consumers’ respect for nature and environmental self-assets influence their car brand experiences. Journal of Cleaner Production, 261, 121023. https://doi.org/https://doi.org/10.1016/j.jclepro.2020.121023

Salman, A., & Abd.Aziz, A. (2015). Evaluating user Readiness towards Digital Society: A Rasch Measurement Model Analysis. Procedia Computer Science, 65, 1154–1159. https://doi.org/https://doi.org/10.1016/j.procs.2015.09.028

Shkolnikov, V. M., Andreev, E. M., Tursun-zade, R., & Leon, D. A. (2019). Patterns in the relationship between life expectancy and gross domestic product in Russia in 2005–15: a cross-sectional analysis. The Lancet Public Health, 4(4), e181–e188. https://doi.org/https://doi.org/10.1016/S2468-2667(19)30036-2

Sunarsi, D., & Baharuddin, A. (2019). The Effect of Service Quality and Price Accuracy on Consumer Confidence and Implications for Sales Increase. PINISI Discretion Review, 3(2), 101–110.

Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing. https://doi.org/https://doi.org/10.1016/j.ijresmar.2020.04.004

Xia, L., & Roggeveen, A. L. (2020). When it’s too good to be true: Consumers’ reactions and firms’ responses to unintended price mistakes. Journal of Business Research, 114, 16–29. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.03.024


Article Metrics

Abstract view : 77 times | PDF view : 12 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Syamsu Rijal, Sahade Sahade, Ika Nurhalisah

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.