The Effect of Product Quality, Price, and Promotion on Satisfaction Customers

Abstract

The purpose of this research is to determine and analyze the variables of product quality, price and promotion on customer satisfaction at the Hau Timor Company. This type of research is associative research, which aims to determine the relationship between two or more variables. The nature of the relationship between the influence of product quality (X1), price (X2) and promotion (X3) on the customer satisfaction variable (Y) is a causal/cause-effect relationship, where product quality, price and promotion factors influence customer satisfaction. With the research approach, each variable was taken as the Hau Timor research site in Dili, Timor Leste. Research results: Product quality at Hau Timor as a whole is in the high category, prices at Hau Timor as a whole are in the high category, promotions at Hau Timor as a whole are in the high category, and overall customer satisfaction is in the high category. Product quality partially has a positive and significant effect on customer satisfaction at Hau Timor. Price partially has a positive and significant effect on customer satisfaction at Hau Timor. Promotion partially has a positive and significant effect on customer satisfaction at Hau Timor. Product quality, price and promotion have a significant effect on customer satisfaction at Hau Timor.