THE INFLUENCE OF PRICE ON CUSTOMER SATISFACTION AT MR.DIY AMONG MANAGEMENT STUDY PROGRAM STUDENTS, MEDAN STATE UNIVERSITY

Rexsy Mardohot Sitanggang; Nabila Boru  Lubis; Nabila  Umaira; Novia Grace  Limbong; M. Rayhan  Satria; Nurul Wardani  Lubis

doi:10.33884/jimupb.v14i1.10895

Authors

Rexsy Mardohot Sitanggang Universitas Negeri Medan
Nabila Boru Lubis Universitas Negeri Medan
Nabila Umaira Universitas Negeri Medan
Novia Grace Limbong Universitas Negeri Medan
M. Rayhan Satria Universitas Negeri Medan
Nurul Wardani Lubis Universitas Negeri Medan

DOI:

https://doi.org/10.33884/jimupb.v14i1.10895

Abstract

This study examines the effect of price on customer satisfaction among Management Program students at the State University of Medan who shop at MR.DIY. Using a quantitative design with convenience sampling, data were collected from 100 respondents through questionnaires and analyzed using IBM SPSS Statistics 26. The results of validity, reliability, and normality tests confirmed that the instrument was appropriate for analysis. Simple linear regression showed a positive and significant effect of price on customer satisfaction, with a regression coefficient of 0.634 and a significance value of 0.001 (p < 0.05). The coefficient of determination (R²) of 0.617 indicates that price explains 61.7% of the variance in customer satisfaction. These findings highlight the importance of aligning pricing strategies with students’ purchasing capacity to enhance satisfaction and support long-term customer loyalty