KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Pengaruh Inovasi Produk dan Price Discount Terhadap Kepuasan Konsumen Starbucks Coffe (Studi Kasus Starbucks Coffee Green Pramuka)

Ramlan Samuel (Institut Teknologi dan Bisnis Kalbis)
Tinton Ramadhan (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
02 Dec 2022

Abstract

This study aims to determine the effect of product innovation and price discount on customer satisfaction and product innovation and price discount simultaneously affect customer satisfaction. In this study the method used is a quantitative method and the unit of analysis used is linear regression analysis using Nonprobabilty Sampling sampling techniques with a sample size of 175 respondents by distributing questionnaires distributed via Google Form. Hypothesis test results (t test) showed that product innovation and price discounts significantly influence consumer satisfaction, indicated by t arithmetic of 6.864 and 5.247, which is greater than t table 1.973. In addition, the results of this study with the F test, showed that simultaneously product innovation variables and price discounts affect customer satisfaction.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...