Analysis of eco-friendly preference and eco-friendly product quality; Their implications to customer satisfaction

Abstract

The purpose of this study aims at analysing eco-friendly preference and eco-friendly product quality and their implications on the customer satisfaction either partially or simultaneously. The research method used was quantitative method with multiple linear regression analysis. Three variables measured were eco-friendly preference and eco-friendly product quality as independent variable (X) and customer satisfaction as dependent variable (Y). The object of this research was modern market customer as the unit of analysis. Technique of data collection used saturated random sampling with 100 respondents of modern market customers in Bandung. The statistical analysis used Classical Assumption Test and hypothesis testing test of Z, T and F with significant level (α) 5% and calculated by Eviews program. The result indicated implications Eco-friendly preference and eco-friendly product quality significant positive effect on Customer Satisfaction. This result obtained because the statistical test showed that the eco-friendly preference and eco-friendly product quality increases then implications customer satisfaction will increase. Both variables that were Eco-Friendly Preference and Eco-Friendly Product Quality have effects on their implications Customer satisfaction either partially or simultaneously.