The influence of service quality, price perception, product innovation and consumer confidence on consumer satisfaction: Survey on industrial fuel recipients in the Lampung region

The purpose of the study was to determine the effect of service quality, price perception, product innovation and consumer trust on consumer satisfaction at companies using industrial fuel in the Lampung region. This study uses a quantitative approach, with survey methods and simple regression analysis techniques. The data used is primary data. Analysis by grouping data based on variables and types of respondents, tabulating data based on variables from all respondents, presenting data for each variable studied, using calculations to answer problem formulations and performing calculations to test hypotheses. From the research, it can be seen that: (1) Service quality has a positive effect on consumer satisfaction of industrial fuel users in the Lampung region (2) Price perception has a positive effect on industrial fuel user satisfaction in the Lampung region (3) Product innovation has a positive effect on consumer satisfaction of industrial fuel users in Lampung. Lampung region, and (4) consumer trust has a positive effect on consumer satisfaction of industrial fuel users in the Lampung region. PT. Pertamina (Persero) is expected to be able to compete with competitors in retaining loyal customers, especially in terms of innovation, the private sector is able to take advantage of technological advances, for example by innovating after-sales services related to the constraints experienced by end-user consumers/industries.