PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA TOKO ONLINE SHOP SOCK ENERGY DEPOK

Abstract

Shopee is an e-commerce platform that provides online shopping services, allowing users to purchase a variety of products, from electronics, clothing, food to household goods. The purpose of this study was to determine how Price and Product Quality Influence Consumer Satisfaction at the Sock Energy Depok Online Shop, both partially and simultaneously. The method used in this study is a quantitative descriptive method. The sampling technique used is the Slovin technique with a sample of 100 respondents. Data analysis using validity tests, reliability tests, classical assumption tests, descriptive analysis, simple regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis testing. The results of this study are that price has a significant effect on consumer satisfaction with the regression equation Y = 18,331 + 0.572 X1, a correlation coefficient of 0.622, meaning that the two variables have a strong relationship. The determination value or contribution of influence is 38.7% while the remaining 61.3% is influenced by other factors. Hypothesis testing obtained a calculated t value> t table or (7.863> 1.984). Thus H0 is rejected and Ha is accepted, meaning there is a significant influence between price and consumer satisfaction. Product quality has a significant effect on consumer satisfaction with the regression equation Y = 8,260 + 0.774 X2. The correlation coefficient is 0.752, meaning that both variables have a strong relationship. The determination value or contribution of influence is 56.6% while the remaining 43.3% is influenced by other factors. The hypothesis test obtained a calculated t value> t table or (11.307> 1.984). Thus H0 is rejected and Ha is accepted, meaning there is a significant influence between product quality and consumer satisfaction. Price and product quality have a positive effect on consumer satisfaction simultaneously with the equation Y = 6,879 + 0.193 X1 + 0.628 X2. The correlation coefficient value or the level of relationship between the independent variable and the dependent variable is obtained at 0.768, meaning that it has a strong relationship. The coefficient of determination or contribution of simultaneous influence is 59.0% while the remaining 41.0% is influenced by other factors. The hypothesis test obtained the calculated F value > Ftable or (69.805 > 2.698). Thus H0 is rejected and Ha is accepted. This means that there is a significant simultaneous influence between price and product quality on consumer satisfaction.