Investigate the Impact of Other Factors

Oct 13, 2025 by windailys.com 147 views

The Influence of Product Quality, Price, Location, and Service Quality on Satisfaction and Re-Buying Interest in Consumers of Mushroom Chicken Noodles Medan

Introduction

In the competitive market of food services, mushroom chicken noodles have become a popular choice among consumers in Medan. However, to maintain a loyal customer base and ensure sustainable income, businesses must understand the factors that influence customer satisfaction and re-buying interest. This study aims to investigate the impact of product quality, price, location, and service quality on customer satisfaction and re-buying interest in consumers of mushroom chicken noodles in Medan.

Methodology

This study employed a quantitative approach, using a purposive sampling method to select 75 respondents from the customers of mushroom chicken noodles in Medan. The data collection instrument consisted of a questionnaire that used a Likert scale to measure the respondents' perceptions of product quality, price, location, and service quality. The data analysis was conducted using multiple linear regression analysis with a significance level of 5%.

Results

The results of this study showed that product quality, price, location, and service quality have a significant influence on customer satisfaction. Specifically, the study found that:

Product Quality: Product quality is the main factor expected by consumers from mushroom chicken noodles. When the product has a delicious taste, fresh raw materials, and attractive presentation, consumers tend to feel satisfied. This satisfaction leads to the interest of repurchase, where consumers will recommend products to others, creating positive word-of-mouth.
Price: Competitive prices also play an important role in determining customer satisfaction. If the price is considered in accordance with the quality received, the customer will feel more satisfied. However, if the price is too high compared to the quality given, then satisfaction can decrease.
Location: Location accessibility greatly affects consumer decisions. Mushroom Chicken Noodles located in a strategic place and easily accessible to customers will more easily attract visitors. The right location also creates comfort, which contributes to customer satisfaction.
Service Quality: Service quality is also an important factor in determining customer satisfaction. For example, if the staff is friendly and responsive to customer demand, this can increase their satisfaction.

Analysis of the Effect of Factors on Satisfaction and Re-Buying Interest

The study found that the four variables (product quality, price, location, and service quality) have a positive and significant impact on customer satisfaction. However, partially, the variable reliability, assurance, and empathy showed a positive effect, but insignificant on customer satisfaction. Meanwhile, consumer satisfaction positively and significantly affects the interest of repurchase.

Conclusion

This study underlined the importance of product quality, price, location, and service quality in influencing the satisfaction and interest of re-buying of mushroom chicken noodles in Medan. By understanding the relationship between these factors, business managers can be better in designing strategies to improve customer experience, thereby creating sustainable loyalty and income. In the future, businesses such as mushroom chicken noodles are expected to be able to maintain quality and continue to innovate to remain in demand by consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Product Quality: Businesses should focus on maintaining high-quality products, including fresh raw materials, attractive presentation, and delicious taste.
Price: Businesses should ensure that their prices are competitive and in accordance with the quality received by customers.
Location: Businesses should choose a strategic location that is easily accessible to customers and creates comfort.
Service Quality: Businesses should focus on providing excellent service quality, including friendly and responsive staff, to increase customer satisfaction.

Limitations

This study has several limitations, including:

Sample Size: The sample size of 75 respondents may not be representative of the entire population of mushroom chicken noodles customers in Medan.
Data Collection Method: The study used a questionnaire as the data collection instrument, which may not capture the full range of customer perceptions and experiences.

Future Research Directions

Future research should aim to:

Investigate the Impact of Other Factors: Investigate the impact of other factors, such as marketing and advertising, on customer satisfaction and re-buying interest.
Use a Larger Sample Size: Use a larger sample size to increase the representativeness of the findings.
Use a Mixed-Methods Approach: Use a mixed-methods approach to capture both quantitative and qualitative data.
Frequently Asked Questions (FAQs) about the Influence of Product Quality, Price, Location, and Service Quality on Satisfaction and Re-Buying Interest in Consumers of Mushroom Chicken Noodles Medan

Q: What is the main focus of this study? A: The main focus of this study is to investigate the impact of product quality, price, location, and service quality on customer satisfaction and re-buying interest in consumers of mushroom chicken noodles in Medan.

Q: What is the significance of this study? A: This study is significant because it provides insights into the factors that influence customer satisfaction and re-buying interest in the mushroom chicken noodles industry in Medan. The findings of this study can be used by businesses to improve their customer experience and increase customer loyalty.

Q: What are the key findings of this study? A: The key findings of this study are:

Product quality, price, location, and service quality have a significant influence on customer satisfaction.
Product quality is the main factor expected by consumers from mushroom chicken noodles.
Competitive prices also play an important role in determining customer satisfaction.
Location accessibility greatly affects consumer decisions.
Service quality is also an important factor in determining customer satisfaction.

Q: What are the implications of this study for businesses? A: The implications of this study for businesses are:

Businesses should focus on maintaining high-quality products, including fresh raw materials, attractive presentation, and delicious taste.
Businesses should ensure that their prices are competitive and in accordance with the quality received by customers.
Businesses should choose a strategic location that is easily accessible to customers and creates comfort.
Businesses should focus on providing excellent service quality, including friendly and responsive staff, to increase customer satisfaction.

Q: What are the limitations of this study? A: The limitations of this study are:

The sample size of 75 respondents may not be representative of the entire population of mushroom chicken noodles customers in Medan.
The study used a questionnaire as the data collection instrument, which may not capture the full range of customer perceptions and experiences.

Q: What are the future research directions? A: The future research directions are:

Investigate the impact of other factors, such as marketing and advertising, on customer satisfaction and re-buying interest.
Use a larger sample size to increase the representativeness of the findings.
Use a mixed-methods approach to capture both quantitative and qualitative data.

Q: What are the practical implications of this study? A: The practical implications of this study are:

Businesses can use the findings of this study to improve their customer experience and increase customer loyalty.
Businesses can use the findings of this study to develop effective marketing strategies that target the needs and preferences of their customers.
Businesses can use the findings of this study to improve their operational efficiency and reduce costs.

Q: What are the theoretical implications of this study? A: The theoretical implications of this study are:

The study contributes to the existing body of knowledge on customer satisfaction and re-buying interest in the mushroom chicken noodles industry.
The study provides insights into the factors that influence customer satisfaction and re-buying interest in the mushroom chicken noodles industry.
The study provides a framework for understanding the complex relationships between product quality, price, location, and service quality and customer satisfaction and re-buying interest.