PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN SUSU SEGAR MOO DI KOTA BANDAR LAMPUNG

Abstract

This study aims to determine purchasing patterns, satisfaction levels, influence of service quality, product
quality, and price perceptions of the satisfaction of Moo fresh milk consumers. The research was a survey
method conducted at Chandra Department Store, Tanjung Karang. The research samples were recruited by
using accidental sampling. There were 50 households of Moo fresh milk consumers, in which respondents of
this study were housewives. Data collection was conducted in May-June 2018 and were analyzed by
descriptive analysis, Customer Satisfaction Index Analysis (CSI), and verification analysis. The results of
this study indicated that the most bought was 1-liter-package type. The volume of purchases of Moo fresh
milk was mostly 1-3 litters per month with a frequency of purchases of 1-2 times per month. The score of
Moo fresh milk consumer satisfaction was 80.43 percent, meaning that consumers were satisfied. Service
quality and product quality had significant effects; while price perception had no significant effect on
consumer’s satisfaction of fresh milk Moo.

Key words: fresh milk, satisfaction, service quality