Analisis Harga, Inovasi Produk, Promosi dan Proses Bisnis Terhadap Kepuasan Konsumen Bakso Aci Tata Snack Kediri
DOI:
https://doi.org/10.30737/ekonika.v5i2.1130Keywords:
Price, Product Innovation, Promotion, Business Process, Customer SatisfactionAbstract
The development of food products, especially snack products, which has an attraction to try and carry out this research, is the aci meatball product produced by Tata Snack, which is located in Ngadiluwih, Kediri. This study aims to determine the effect of price, product innovation, promotion and business processes on customer satisfaction partially and simultaneously. The population used was 163 consumers obtained from purchase data from December 1, 2019 to January 30, 2020. The sample size in this study used the Slovin formula, with a sample of 116 respondents. The 116 respondents contacted to fill out an online questionnaire, then recapitulated the data with a total of 116 respondents. Followed by multiple linear regression test with the results if the customer satisfaction with one unit of work increased by 0.05, innovation increased by 0.146, promotion increased by 0.058 and business processes increased by 0.402. Partially these variables do not have a significant effect on customer satisfaction, while simultaneously the independent variables are able to work together and the most influential variable is product innovation. This study has a percentage of 73.4% which can be explained, while the remaining 0.266 is not explained in this study
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Perkembangan produk makanan khususnya produk camilan yang memiliki daya tarik untuk dicoba dan dilakukan penelitian ini, adalah produk bakso aci yang diproduksi oleh Tata Snack, yang berlokasi di Ngadiluwih, Kediri. Penelitian ini bertujuan untuk mengetahui pengaruh harga, inovasi produk, promosi dan proses bisnis terhadap kepuasan konsumen secara parsial dan simultan. Populasi yang digunakan sebesar 163 konsumen yang didapat dari data pembelian sejak 1 Desember 2019 sampai dengan 30 Januari 2020. Besarnya sampel pada penelitian ini menggunakan rumus Slovin, dengan sampel responden sejumlah 116 orang. Responden tersebut dihubungi untuk mengisi kuisioner secara online sebanyak 116 responden, kemudian dilakukan rekapitulasi data dengan jumlah 116 responden. Dilanjutkan uji regresi linier berganda dengan hasil jika kepuasan konsumen bekerja 1 satuan terhadap harga meningkat sebesar 0,05, inovasi meningkat sebesar 0,146, promosi meningkat sebesar 0,058 dan proses bisnis meningkat sebesar 0,402. Secara parsial variabel tersebut tidak berpengaruh signifikan terhadap kepuasan konsumen, sedangkan secara simultan variabel bebas mampu bekerja bersama – sama dan variabel yang paling berpengaruh adalah inovasi produk. Penelitian ini memiliki prosentase sebesar 73,4% yang dapat dijelaskan, sedangkan sisanya sebesar 0,266 tidak dijelaskan pada penelitian ini
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