The Influence of Product Quality, Price, and Bundling Strategy on Consumer Satisfaction of Seblak Goyang Lidah

Abstract

Research aim :

This study aims to analyze the influence of product quality, price, and bundling strategy on consumer satisfaction at Seblak Goyang Lidah.

Design/Methode/Approach :

This study used a quantitative approach with a correlational method, collecting data through questionnaires distributed to Seblak Goyang Lidah consumers. The sample was determined using a purposive sampling technique. Data analysis was performed using multiple linear regression supported by the classical assumption test, t-test, F-test, and coefficient of determination to determine the partial and simultaneous effects of product quality, price, and bundling strategy on consumer satisfaction.

Research Finding :

The results of the study indicate that product quality, price, and bundling strategy simultaneously have a significant effect on consumer satisfaction at Seblak Goyang Lidah. Partially, product quality and bundling strategy are proven to have a significant influence on consumer satisfaction. This indicates that the better the product quality and the more attractive the bundling strategy offered, the higher the level of consumer satisfaction. However, the price variable does not show a significant effect on consumer satisfaction. This indicates that consumers do not consider price as the main factor in determining satisfaction, but rather consider product quality and the added value obtained through the bundling strategy.

Theoretical contribution/Originality :

The theoretical contribution of this research is to enrich studies in the field of marketing management, particularly consumer satisfaction theory, by providing empirical evidence that product quality and bundling strategies are important factors influencing consumer satisfaction in the culinary business, while price is not always the dominant factor. This research confirms that consumer satisfaction is formed from perceptions of quality and perceived added value, not solely from the price aspect. These findings can serve as an academic reference for the development of conceptual models that involve innovative marketing strategies such as bundling in increasing customer satisfaction.

Practitionel/Policy implication :

The practical implications of this research provide input for Seblak Goyang Lidah's management to focus more attention on improving and maintaining product quality consistency and developing attractive bundling strategies. Offering menu packages that provide added value has been proven to increase customer satisfaction. Meanwhile, although price does not have a significant impact, pricing should still be maintained within reasonable limits to align with consumers' perceived value.

Research limitation :

This study has several limitations. First, it only examined three independent variables: product quality, price, and bundling strategy. Therefore, other factors such as service quality, digital promotion, and location were not analyzed. Second, the study was conducted on only one business, Seblak Goyang Lidah, so the results may not be fully generalizable to other culinary businesses with different characteristics.