Pengaruh Harga, Kualitas Produk, dan Promosi Sepatu Merek 910 Nineten Terhadap Kepuasan Konsumen pada Toko Sepatu Tukol Sport Ponorogo

Abstract

This study aims to analyse the effect of price, product quality, and promotion of 910 Nineten shoes on consumer satisfaction at Tukol Sport Shoe Store in Ponorogo. Using a quantitative approach, data were collected through questionnaires distributed manually to 75 consumers who purchased and used 910 Nineten shoes at Tukol Sport. The t-test results show that price has a significant effect on consumer satisfaction, with a contribution of 26%. Product quality also has a significant effect on consumer satisfaction, contributing 26%. Meanwhile, promotion has the most significant influence, with a contribution of 35%. In addition, the F test results show that price, product quality, and promotion together have a significant influence on customer satisfaction, with a coefficient of determination of 88.9%. These findings indicate that these three variables play a major role in increasing customer satisfaction. Each variable complements the others: affordable prices provide economic value, product quality ensures functionality and durability, and promotion adds value by attracting interest and increasing consumer satisfaction. For future research, factors such as employee service, brand image, and store location can be explored as additional variables that influence consumer satisfaction.