THE EFFECT OF PRICE, PROMOTION, AND SERVICE QUALITY ON CONSUMER SATISFACTION IN M2M MANTUP

Abstract

This study aims to analyze the influence of price, promotion, and service quality on consumer satisfaction of M2M Indonesian Fast Food Mantup. The background of the research is based on the challenges faced by fast food business actors in retaining customers in the midst of fierce competition. The method used is quantitative associative with multiple linear regression analysis techniques. The sample in this study is 96 consumers who were selected using the purposive sampling technique. The results of the study show that partially and simultaneously the variables of price, promotion, and service quality have a significant effect on consumer satisfaction. Price variables are the most dominant factor influencing satisfaction. This research provides recommendations for business actors to adjust pricing strategies, strengthen digital promotions, and improve service quality to build customer loyalty.