Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Pelanggan Produk Tempe

Abstract

This study aimed to analyze the effect of price and product quality on customer satisfaction of Tempe Product. The type of research was explanatory research. The population of this research were all customers of Ibu Mus tempe products. The research sample was obtained as many as 100 customers. The sampling technique used was purposive sampling with the criteria of Ibu Mus tempe customers who have made purchases more than 2 times. The analysis technique used was multiple linear regression. The results showed that the partial and simultaneous test results stated that price and product quality had a significant positive effect on customer satisfaction. The value of the coefficient of determination is 31.0%, which means that price and product quality can explain customer satisfaction by 31%, while the remaining 69% is explained by other variables outside the research model.