PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA TOKO AQUAFISH TETRA DI KOTA DEPOK

Abstract

This research aims to determine the effect of price and product quality on consumer satisfaction at the Tetra Aquafish Store in Depok City. The type of research used is quantitative research using an associative approach. The sampling technique used is probability sampling, the sampling method used is slovin. Data analysis uses regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis testing. The results of this research are Price (X1) and Product Quality (X2) on Consumer Satisfaction (Y) with the regression equation obtained Y = 3.424 + 0.510 X1 + 0.655 X2. The coefficient of determination has a simultaneous effect of 67.5. Hypothesis testing obtained a value of Tcount>Ttable or (10,416>1,291). This is strengthened by the value ρvalue < sig. 0.1 or (0.000<0.1). Thus, H0 is rejected and H1 is accepted. This means that there is a positive and significant influence between price and consumer satisfaction. Product quality is obtained by the value tcount>ttable or (12.151>1.291) with the value ρvalue>Sig.0.1 or (0.000>0.1). Thus, H0 is rejected and H2 is accepted, this shows that there is a simultaneous influence between Product Quality and Consumer Satisfaction. Hypothesis testing obtained a value of Fcount>Ttable or (95.432>2.36), this was also confirmed by ρvalue<sig.0.1 or (0.001<0.1). Thus, H0 is rejected and H3 is accepted, this shows that there is a simultaneous positive and significant influence between price and product quality on consumer satisfaction.