Analysis of the Effect of Distribution Channel on Customer Satisfaction with Product Quality as a Moderating Variable: Case Study of a Private Company Producing Sacks

Abstract

Plastic and sack manufacturing companies are a significant in economic activity. The distribution channel for the introduction of sacks and the quality of sack creates a decrease in consumer satisfaction. This research technique was quantitative, and the research was descriptive in nature. Data was gathered through interviews, questionnaires, and documentation. For the analysis, multiple linear regressions were performed. This study took a sample of 110 consumers from a population of 150.The results showed that F_count (5.734) > F_table (3.06) with a significance value of 0.000 0.05. F_count (5.734) > F_table (3.06) with a significant value of 0.004 0.05. The introduction of sacks and the quality of sacks has a beneficial and substantial impact on customer satisfaction at Otani Company. The modified R-Square of 48% of the variance in the dependent variable of customer satisfaction can be explained by variations in the distribution channel of sack delivery and product quality of sacks.