The Influence of Price, Product Completeness, and Service Quality on Consumer Satisfaction at Student Cooperative Yogyakarta State University

Abstract

This research aims to determine the effect of price, product completeness and service quality on consumer satisfaction at Student Cooperative Yogyakarta State University. This research is quantitative research with a survey method. The population in this study were students who had shopped at Student Cooperative, Yogyakarta State University. The sampling technique in this research was purposive sampling with a total sample of 91 people. The data collection technique uses an online questionnaire which has been tested for validity using Confirmatory Factor Analysis and reliability using Cronbach Alpha. The data analysis technique used is multiple regression. The research results are as follows (1) There is a positive and significant influence of price on consumer satisfaction with a coefficient value of 7.171 (p < 0.001). (2) There is a positive and significant influence of product completeness on consumer satisfaction with a coefficient value of 6.551 (p < 0.001). (3) There is a positive and significant influence of service quality on consumer satisfaction with a beta coefficient value of 4.095 (p < 0.001). (4) Price, product completeness and service quality all have a significant positive effect on consumer satisfaction, the resulting simultaneous test is 244.897 (p < 0.001). From these results, it can be concluded that price, product completeness and service quality have a big influence on consumer satisfaction.