The Effect of Pricing, Service, and Product Distribution on Customer Satisfaction at Zul Supplier
DOI:
https://doi.org/10.31004/joecy.v6i1.8880Keywords:
pricing, service, product distribution, customer satisfaction, supplier businessAbstract
The study purpose was to examine the effect of pricing, service, and product distribution on customer satisfaction at Zul Supplier. In the supplier business sector, customer satisfaction plays a crucial role in sustaining long-term business relationships and maintaining competitive advantage. Customers evaluate not only product quality but also price fairness, service responsiveness, and distribution reliability. Therefore, identifying the key factors influencing customer satisfaction is essential for strengthening customer loyalty and improving overall business performance. This study employed a quantitative explanatory approach using a survey method. The population consisted of 40 customers of Zul Supplier, and the entire population was used as the sample (census technique). Data were collected through a structured questionnaire measured using a five-point Likert scale. The research instrument was tested for validity and reliability prior to analysis. Classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, were conducted before performing multiple linear regression analysis. Hypothesis testing was carried out using t-tests (partial), F-tests (simultaneous), and the coefficient of determination (R²). The findings reveal that pricing (Sig.=0.014), service (Sig.=0.038), and product distribution (Sig.=0.031) each have a positive and significant effect on customer satisfaction. Simultaneously, the three independent variables significantly influence customer satisfaction (F-test Sig.=0.000). The model indicates a strong correlation (R=0.773) with an explanatory power of 59.7% (R²=0.597; Adjusted R²=0.563), suggesting that more than half of customer satisfaction is explained by the integrated contribution of pricing, service, and distribution factors. Customer satisfaction at Zul Supplier is significantly shaped by the combined implementation of competitive pricing strategies, responsive service delivery, and reliable product distribution. Strengthening these three aspects in a consistent and integrated manner can enhance customer loyalty, encourage repeat purchases, and increase positive word-of-mouth recommendations.
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