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

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.