THE EFFECT OF PRODUCTS, PRICE AND SERVICE QUALITY ON CUSTOMER SATISFACTION IN “RICE FOR THE POORS” PROGRAM

Abstract

This study aimed to determine and analyze the partial influence of product variables, price and service quality on consumer satisfaction in Indonesian government’s “Rice for the Poors” (“Beras Miskin”, abbreviated as “Raskin”) program, as well as the influence of product variable, price and service quality simultaneously to customer satisfaction in the program. The sampling method used is proportionate stratified random sampling. The research is conducted in West Bandung regency, Jawa Barat (West Java) Province with a population of 86.908 RTS-PM, and data collection was conducted on October 2015. The method of analysis used in this research is the analysis of correlation and linear regression. The results of the study conclude that the variable of product, price and quality of service simultaneously or partially possess positive and significant effect on consumer satisfaction in Raskin program. The service quality is one of the strong variables that influence the consumer satisfaction, followed by price and product variables.

Keywords

• Service quality
• consumer
• satisfaction
• raskin program.
• raskin program