Variation Product, Green Marketing, And Discount On Consumer Satisfaction

  • Fira Niwayansari Universitas Muhammadiyah Ponorogo, Jawa Timur, Indonesia
  • Adi Santoso Universitas Muhammadiyah Ponorogo, Jawa Timur, Indonesia
  • Wijianto Wijianto Universitas Muhammadiyah Ponorogo, Jawa Timur, Indonesia
Keywords: variationt product, green marketing, discount, consumer satisfactions

Abstract

This research analyses whether product variations, green marketing and discounts influence KFC consumer satisfaction at Lawu Plaza Madiun. This type of research is quantitative and uses primary data sources. The research population is all KFC consumers from active students at the Muhammadiyah University of Ponorogo, where the number cannot be known with certainty. Sampling used a non-probability sampling technique with the accidental sampling method, and sample measurement used the Hair approach, so 140 respondents were obtained. The sample measurement technique uses a Likert scale interval of 1-10. The data analysis technique uses multiple linear regression. The results of this research show that variety and green marketing have a significant positive effect on consumer satisfaction, while discounts do not have a positive effect on consumer satisfaction. Simultaneously, the variables of product variation, green marketing, and discounts influence consumer satisfaction. The results of this research can complement existing theories and be used as a reference for KFC management in increasing consumer satisfaction in terms of product variety and green marketing.

Downloads

Download data is not yet available.
Published
2024-06-24
How to Cite
Niwayansari, F., Santoso, A., & Wijianto, W. (2024). Variation Product, Green Marketing, And Discount On Consumer Satisfaction. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 13(1), 85-99. https://doi.org/10.46367/iqtishaduna.v13i1.1849

Abstract Views: 46 | PDF Downloads: 53