PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN TAHU (STUDI PADA PABRIK TAHU BETA DI KOTA KUPANG)

Abstract

This research was carried out at the Kupang tofu factory. This study aims to determine and analyze both partially and simultaneously, the effect of product quality and price on tofu customer satisfaction. This study uses product quality and price as independent variables and customer satisfaction as the dependent variable. The number of samples is 100 respondents, the sampling technique used is purposive sampling. Data collection was carried out using questionnaires, interviews, and literature studies. The data analysis technique used is descriptive quantitative, multiple linear regression analysis and hypothesis testing through the t test and f test, using the SPSS v.22 application. The results of the descriptive analysis show that overall the respondents gave very high perceptions of product quality and price. From the results of multiple linear regression analysis, the equation is obtained: Y= 1,850+0,352 +0,584the results of the t test show that partially product quality and price have a significant effect on customer satisfaction. The results of the f test show that product quality and price simultaneously have a significant effect on customer satisfaction. Based on the Adjustide R^2 value, it shows that the contribution of product quality and price variables to customer satisfaction is 79,4%, while 20,6% is influenced by other variables outside the focus of this study