International Journal of Multidisciplinary Research and Growth Evaluation  |  ISSN (Online): 2582-7138  |  Double-Blind Peer Review  |  Open Access  |  CC BY 4.0

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     2026:7/3

International Journal of Multidisciplinary Research and Growth Evaluation

ISSN (Online): 2582-7138 | Open Access

The Influence of Product Quality, Price, Promotion, and Taste of Sanger Coffee on Customer Satisfaction at Restu Bunda Waroeng Medan, North Sumatra

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Volume: 7 | Issue: 3 | Pages: 140-143

Subject: Satisfaction

Country: Indonesia

License: CC BY 4.0

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Abstract

This study aims to examine and analyze the influence of product quality, price, promotion, and taste on customer satisfaction. The problems encountered at Restu Bunda Waroeng include poor product quality, excessively high prices, infrequent promotions, and inconsistent taste, all of which have led to declining customer satisfaction. At Restu Bunda Waroeng, customers complain that product quality does not meet expectations, leading to decreased customer satisfaction. Restu Bunda Waroeng's prices do not match the product quality, service, or experience, leading to decreased customer satisfaction. Restu Bunda Waroeng's infrequent social media promotions have led to decreased customer satisfaction. Consumer expectations regarding the desired taste have also been mismatched, leading to decreased customer satisfaction. This study employed quantitative research with a sample of 192 respondents. Data analysis used multiple linear regression with saturated sampling. The conclusion of this study is that product quality, price, promotion, and taste partially have a positive and significant effect on job satisfaction. Simultaneously, product quality, price, promotion, and taste all influence customer satisfaction.

How to Cite This Article

Derrick Terencio Husni, Khomeiny Yunior, Yusniar Lubis (2026). The Influence of Product Quality, Price, Promotion, and Taste of Sanger Coffee on Customer Satisfaction at Restu Bunda Waroeng Medan, North Sumatra . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 7(3), 140-143.

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References

  1. 2. Method Thisstudyusesaquantitativeapproach. Theinstrumentusedinthisstudyisasimplerandomquestionnaireconductedbytheauthorhimselfwheretheauthorwillconductthatisinaccordancewiththetopicoftheproblemdiscussed. Basedontheslovinformula, thereare192customersassampleinthisstudy.
  2. 3. Literature Review3.
  3. 1. Theoryofthe Influenceof Product Qualityon Customer Satisfaction Accordingto Meutia(2020:6\,"Productqualityisacomponentorresultwithinaproductthatmakestheproductmeetitsproductionobjectives.". Meanwhile Accordingto Gunawan(2022:20\,"Productqualityisaproduct'sabilitytomeetconsumerneeds, includingdurability, reliability, easeofuse, andotherimportantfeatures.". Accordingto Yunita(2021:60\,"Productqualityisacombinationofdurability, reliability, accuracy, easeofmaintenance, andotherattributesofgoodsandservicesthathavetheabilitytomeetneeds. Thisisdefinedasasetofcharacteristicsofgoodsandservicesthathavetheabilitytomeetneeds".3.
  4. 2. Theoryofthe Influenceof Priceon Customer Satisfaction Accordingto Alma(2018:171\,"Priceisanitemexpressedinmoney". Accordingto Rusyidi(2018:40\,"Priceisthefirstelementsellersconsiderwhenmarketingtheirproducts. Forconsumers, priceisalsoafactorthatinfluencestheirdecisionstomeettheirneeds". Sunyoto(2020\,"Priceisthemoneychargedforaparticularproduct."3.
  5. 3. Theoryofthe Influenceof Promotionon Customer Satisfaction Accordingto Satriadietal.(2021:93\,"Promotionisaprocessofprovidinginformationtocustomerstoinfluencetheirpurchasingoruseofgoodsorservices". Accordingto Melati(2021:129\,"Promotionisaone-wayflowofinformationorpersuasionusedtoencourageanindividualororganizationtotakeactionthatresultsinanexchange". Accordingto Sudaryantoetal.(2019:87\, promotionistheprimaryactivitythatcompaniesmustundertaketointroduceproductsandattractcustomerpurchasingpower.3.
  6. 4. Theoryofthe Influenceof Tasteon Customer Satisfaction Accordingto Maimunah(2019\,"Tasteisatechniqueforselectingfoodsordrinksthatdifferintastefromone'sown, usingindicatorssuchasmouthstimulation, taste, andaroma". Accordingto Melda(2020\,"Tasteisawaytochoosefoodanddrinksbasedontaste, whichdistinguishesfoodanddrinksbytheirtasteitself, aswellasbytheirshape, appearance, smell, taste, texture, andtemperature". Kusumaningrum(2021\,"Tastereflectsconsumers'perceptionsoffoodorbeveragesbasedonthesensationsandstimulitheyexperience".
  7. 4. Resultsand Discussion4.
  8. 1. Results Thisanalysisisusedtoexplainthedataofthe5variables(1dependentand4independents\usedinthestudy. Descriptivestatisticsusedincludetheminimummaximumvalueofthemeanandstandarddeviation. Theresultsofdescriptivestatisticsinthisstudyarepresentedinthetablebelow. Table1belowshowstheresultsofdescriptivestatisticaldataprocessingconsistingof192samplesand5variables, namely Product, Price, Promotion, Tasteand Customer Satisfaction. Thefollowingisadescriptionofthedescriptivestatisticsofeachvariable:
  9. 1. The Product Qualityvariablehasasamplesizeof192respondents, withvalueofmean29.63, amedianvalueof17.00, amodusvalueof40andastandarddeviationvalueof6.216.
  10. 2. The Pricevariablehasasamplesizeof192respondents, withvalueofmean29.06, amedianvalueof18.00, amodusvalueof39andastandarddeviationvalueof4.026.
  11. 3. The Promotionvariablehasasamplesizeof192respondents, withvalueofmean20.90, amedianvalueof11.00, amodusvalueof28andastandarddeviationvalueof3.634.
  12. 4. The Tastevariablehasasamplesizeof192respondents, withvalueofmean21.41, amedianvalueof11.00, amodusvalueof30andastandarddeviationvalueof3.698.
  13. 5. The Customer Satisfactionvariablehasasamplesizeof192respondents, withvalueofmean20.73, amedianvalueof11.00, amodusvalueof28andastandarddeviationvalueof3.
  14. 633. International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com142|Page Table1: Descriptive Statistical Test Results Descriptive Statistics NMedian Modus Mean Std. Deviation Product Quality19217.0040.0029.636.216 Price19218.0039.0029.064.026 Promotion19211.0028.0020.903.635 Taste19211.0030.0021.413.699 Customer Satisfaction19211.0028.0020.733.633 Valid N(listwise\192 Table2: Coefficientof Determination(R?\Model RRSquare Adjusted RSquare Std. Errorofthe Estimate10.7480.5590.5502.43797a. Predictors:(Constant\Promotion(X4\Product Quality(X1\Price(X2\Taste(X3\b. Dependent Variable: Customer Satisfaction(Y1\Table3: Simultaneous Hypothesis Testing(F-Test\Model Source Sumof Squaresdf Mean Square FSig.1 Regression794.2104198.55236.599.000 Residual564.2131045.425 Total1358.422108a. Dependent Variable: Customer Satisfaction(Y1\b. Predictors:(Constant\Promotion(X4\Product Quality(X1\Price(X2\Taste(X3\Table4: Partial Hypothesis Testing(t-Test\Model Unstandardized Coefficients Standardized Coefficients BStd. Error Betat Sig.1(Constant\3.1371.6481.904.058 Product Quality.073.029.1252.517.013 Price.359.049.3987.277.000 Promotion.152.052.1522.925.004 Taste.379.054.3867.001.000a. Dependent Variable: Customer Satisfaction(Y1\4.
  15. 2. Discussion Thecorrelationvalue(R\, alsoknownastherelationship(R\, betweentheindependentvariableandthedependentvariableisshownin Table2above, withtheadjusted Rsquarevalue=0.
  16. 748. Inotherwords, thedependentvariableisinfluenced74.8%bytheindependentvariable. Thisshowsthatonly74.8%oftheindependentvariablecanexplainhowthedependentvariablechanges, whiletheother25.2%isduetoadditionalvariablessuchasplace, facilityandadditionalvariabilitynotusedbytheresearcherinthisstudy.
  17. 5. Conclusion Accordingtotheresearchconductedwheretheresultshownin Table3and Table4, itcanbeconcludedsuchas:
  18. 1. Thecalculatedt-valueforthe Product Qualityvariable(X1\showsthatthecalculatedt-value(2.517\isgreaterthanthet-table(1.972\withasignificancelevelof0.013<0.
  19. 5. Therefore, itcanbeconcludedthatthereisasignificantpartialpositiveeffectbetweenproductqualityandcustomersatisfaction.
  20. 2. Thecalculatedt-valueforthe Pricevariable(X2\showsthatthecalculatedt-value(7.277\isgreaterthanthet-table(1.972\withasignificancelevelof0.000<0.
  21. 5. Therefore, itcanbeconcludedthatthereisasignificantpartialpositiveeffectbetweenpriceandcustomersatisfaction.
  22. 3. Thecalculatedt-valueforthe Promotionvariable(X3\showsthatthecalculatedt-value(2.925\isgreaterthanthet-table(1.972\withasignificancelevelof0.004<0.
  23. 5. Therefore, itcanbeconcludedthatthereisasignificantpartialpositiveeffectbetweenpromotionandcustomersatisfaction.
  24. 4. Thecalculatedt-valueforthe Tastevariable(X4\showsthatthecalculatedt-value(7.001\isgreaterthanthet-table(1.972\withasignificancelevelof0.000<0.
  25. 5. Therefore, itcanbeconcludedthatthereisasignificantpartialpositiveeffectbetweentasteandcustomersatisfaction.
  26. 5. Basedonacomparisonofthe Ftableof1.97withthe5%(0.05\withasignificancevalueof0.000a, itcanbeproventhatthevariablesofproductquality, price, promotion, andtastesimultaneouslyhaveapositiveandsignificantinfluenceoncustomersatisfaction.
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Publication Information

Journal: International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE)

Publisher: Anfo Publication House

ISSN: 2582-7138 (Online)

Frequency: Bimonthly

Language: English

Open Access: Yes - This article is distributed under the terms of the Creative Commons Attribution 4.0 International License

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