Product Quality, Price, and Distribution on Consumer Satisfaction: Evidence from Indonesia

Purpose: This study examines the partial and simultaneous effects of product quality, price, and distribution on consumer satisfaction at UD Randu Laut, a kapok-based household product enterprise in Banjarrejo Village, East Lampung Regency, Indonesia.

Research Methodology: This study used a quantitative associative design. Data were collected from 100 consumers through Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 30.

Results: Product quality does not significantly affect consumer satisfaction (β = −0.067, t = −0.565, p = 0.573 > 0.05), whereas price exerts a significant positive effect (β = 0.493, t = 4.186, p = 0.000) and distribution exerts a significant negative effect (β = −0.680, t = −2.175, p = 0.032). Collectively, the three variables significantly predicted consumer satisfaction (F = 5.217, p = 0.002), explaining 14.0% of the satisfaction variance (R² = 0.140).

Conclusions: Price is the dominant satisfaction driver at UD Randu Laut, while the negative effect of distribution signals structural inefficiencies in the current distribution strategy. Product quality, which operates at a consistently acceptable level, no longer differentiates satisfaction outcomes.

Limitations: This study is limited to consumers of a single rural SME in East Lampung and only examines product quality, price, and distribution as predictors of consumer satisfaction. Therefore, the findings may not fully represent other SMEs or broader marketing contexts.

Contributions: This study contributes to marketing literature by providing empirical evidence from a rural Indonesian SME context and highlighting the dominant role of price and the negative effect of distribution on consumer satisfaction.