The Effect of Product Differentiation and Service Quality Satisfaction on Consumer Satisfaction

  • Isnawati Isnawati Universitas Garut
  • Adi Adiansyah Universitas Garut
  • Alni Dahlena Institut Pendidikan Indonesia Garut
  • Nizar Alam Hamdani Universitas Garut
  • Galih Abdul Fatah Maulani Universitas Garut
  • Asri Solihat Universitas Garut
  • Mohammad Soni Universitas Garut
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Keywords: Influence of product differentiation, quality satisfaction, consumer satisfaction

Abstract

The importance of understanding the complex dynamics between product differentiation, service quality, and consumer satisfaction in the ever-evolving digital era. Service quality is associated with purchasing decisions, where consumers are more likely to be satisfied if the company provides services that meet or exceed consumer expectations. The purpose of this study is to identify and analyze consumer satisfaction from product differentiation and the quality of services that have been provided. The research method used is a quantitative descriptive study by analyzing the influence of consumer satisfaction, data collection techniques using observation and questionnaires, data analysis is carried out by testing validity, reliability and multiple linear regression. The results of data analysis show that the coefficients are interpreted that the constant value with a significance of 0.598 and the value of the dependent variable, namely Y, is 0.00. The coefficients in the variable coefficient model, in particular, help reveal the dynamics of the relationship when the influence of the independent variable on the dependent variable varies depending on time or other conditions. Therefore, Service satisfaction from product diversity also provides an optimal impact on people's lives.

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Published
2024-11-11
How to Cite
[1]
I. Isnawati, “The Effect of Product Differentiation and Service Quality Satisfaction on Consumer Satisfaction”, BIEJ, vol. 6, no. 4, pp. 242-248, Nov. 2024.

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