Kepuasan Konsumen pada Rumah Makan di Wilayah Non-Metropolitan: Peran Kualitas Produk, Persepsi Harga, dan Promosi di Purworejo

This study aims to examine the effects of product quality, price perception, and promotion on consumer satisfaction at Rumah Makan Satu Satu Purworejo. Data were collected through a survey using closed-ended questionnaires based on a Likert scale, distributed to consumers aged at least 20 years who had visited the restaurant at least twice, resided in Purworejo Regency, and were willing to complete the questionnaire honestly and thoroughly. A total of 100 respondents were selected using purposive sampling, a sampling technique involving the deliberate selection of participants based on characteristics relevant to the study objectives. The data were analyzed using multiple linear regression with IBM SPSS Statistics 25. Prior to the analysis, validity, reliability, and classical assumption tests were conducted. The residuals were found to be non-normally distributed, while the Glejser test indicated potential heteroscedasticity in the promotion variable. Therefore, partial coefficient testing was supplemented with 5,000 bootstrap resamples using simple sampling and 95% bias-corrected and accelerated (BCa) confidence intervals. The F-test results indicated that the model was simultaneously significant (F = 79.022, Sig. = 0.000), with an R Square value of 0.712. Based on the bootstrap results, product quality had a positive but statistically insignificant coefficient (B = 0.143, p = 0.244). Price perception had a positive and significant effect on consumer satisfaction (B = 0.703, p less than 0.001), while promotion had a positive but statistically insignificant coefficient (B = 0.130, p = 0.376). Thus, H1 and H3 were not supported, whereas H2 was supported.