THE EFFECT OF PRODUCT QUALITY, SERVICE QUALITY, AND MARKETING STRATEGY ON CONSUMER SATISFACTION OF AJM SNACK CERME

Abstract

This stuidy aims to analyze the effect of produict quiality, service quiality, and marketing strategy on consuimer satisfaction at AJM Snack Cerme. The backgrouind of this stuidy is based on the importance of consuimer satisfaction as an indicator of the suiccess of a buisiness, especially in the snack induistry sector. The method uised is a quiantitative approach with muiltiple linear regression analysis techniquies. The research sample consisted of 98 respondents selected throuigh the Probability sampling method. The resuilts of the stuidy indicate that partially and simuiltaneouisly, produict quiality, service quiality, and marketing strategy have a significant effect on consuimer satisfaction. This finding indicates that improving produict quiality, optimal service, and the right marketing strategy can create a satisfying consuimption experience and encouirage cuistomer loyalty.