The Effect of Price and Bulog Product Availability on Customer Satisfaction (A Case Study of The Community in Bengkalis District)
DOI:
https://doi.org/10.35870/ijmsit.v6i2.7815Keywords:
Price, Product Availability Bulog, Customer SatisfactionAbstract
This study aims to investigate the effects of Price and Bulog Product Availability on Customer Satisfaction, both simultaneously and partially, among consumers in Bengkalis District. A quantitative approach with an associative research design was employed in this study. The study population consisted of residents of Bengkalis District who had previously purchased Bulog products. A total of 100 respondents were selected using a purposive sampling technique. Data were collected through a structured questionnaire and analyzed using multiple linear regression analysis. The results reveal that Price and Bulog Product Availability simultaneously have a positive and significant effect on Customer Satisfaction. Partially, Price has a positive and significant influence on Customer Satisfaction. Likewise, Bulog Product Availability also exerts a positive and significant effect on Customer Satisfaction. These findings indicate that affordable pricing and consistent product availability are key factors in enhancing customer satisfaction with Bulog products in Bengkalis District.
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