THE INFLUENCE OF PRODUCT, PRICE AND PROCESS ON CUSTOMER SATISFACTION AT PT SOLO MURNI BANDUNG BRANCH

PT Solo Murni Bandung, as one of the largest stationery manufacturers in Indonesia, is experiencing challenges in the digital era, where trends in the printing industry can change rapidly. Therefore, the company must pay attention to several factors to remain competitive. The background to this research is that there has been a decline in PT Solo Murni Bandung Branch customers for two years in the 2019-2023 range. This research aims to find out how product, price and process influence customer satisfaction, both partially and simultaneously at PT Solo Murni Bandung Branch. The object of the research is the customers of PT Solo Murni Bandung Branch. The type of research used is associative quantitative. The type of data used is primary data which is processed using statistical applications, and uses data collection techniques in the form of observation, interviews, literature studies and questionnaires. The population is customers of PT Solo Murni Bandung Branch in 2023 with a sample of 93 people. The research results show that there is a significant influence between product on customer satisfaction of 33,8% for the R2 test with t test results where the value of t count > t table (6,821 > 1,66216) means that H1 is accepted, there is a significant influence between price on customer satisfaction of 34,1% for the R2 test with t test results where t count > t table (6,865 > 1,66216) meaning that H1 is accepted, there is an influence of process on customer satisfaction of 3,2% for the R2 test with t test results where t count > t table (1,742 > 1,66216) means that H1 is accepted, and simultaneously there is a significant influence between product, price and process on customer satisfaction of 40,2% for the R2 test with F test where the value of F count > F table (19,963 > 2,71).