Product And Service Quality As Predictors Of Consumer Satisfaction At Perum Bulog In Berau Regency

Ahmad Mubarak; Rezaldi; Zulhafandi; Banyuriatiga; Muhammad Arbain

doi:10.35334/rbwgm924

Authors

Ahmad Mubarak Universitas Borneo Tarakan Author
Rezaldi Universitas Borneo Tarakan Author
Zulhafandi Author
Banyuriatiga Universitas Borneo Tarakan Author
Muhammad Arbain Universitas Borneo Tarakan Author

DOI:

https://doi.org/10.35334/rbwgm924

Keywords:

BULOG, consumer satisfaction, food distribution, product quality, service quality

Abstract

This study examined the associations of product quality and service quality with consumer satisfaction at Perum BULOG in Berau Regency within a food-distribution context. A quantitative survey was conducted among 40 consumers selected purposively, and the data were analyzed using multiple linear regression. The model explained 41.7% of the variance in consumer satisfaction (R = 0.646; R² = 0.417; adjusted R² = 0.385) and was statistically significant overall (p < 0.001). The fitted equation was Y = 4.361 + 0.009X₁ + 0.144X₂. Service quality was positively and significantly associated with consumer satisfaction (B = 0.144; p = 0.005), whereas the product-quality coefficient was 0.009 and its partial significance was not concluded because the corresponding test statistics were not reported. A Monte Carlo residual normality assessment yielded p = 0.147. The findings indicate that service quality is an important component of consumers’ evaluation of BULOG services, although generalization is limited by the small purposive sample, single-site coverage, self-reported measures, and one-period survey design.

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