PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAAN KONSUMEN PADA WARUNG SARAPAN PAK ITAM KOTA JAMBI

Mia Agustina, Mia Agustina (2022) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAAN KONSUMEN PADA WARUNG SARAPAN PAK ITAM KOTA JAMBI. skripsi thesis, Universitas batanghri.

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Abstract

BSTRACT Mia Agustina/ 1800861201343 / Faculty of Economics / The Influence of Price and Product Quality on Consumer Satisfaction at Pak Itam Food Stalls Jambi City / First Counselor Sakinah AS,S.E, M.M and Second Counselor Riko Mappadeceng, S.E. M.M. The purpose of this study was to determine the price and quality of products and consumer satisfaction Pak Itam Breakfast Stalls, To determine the effect of price and product quality on consumer satisfaction Pak Itam Breakfast Stalls and To find out how price satisfaction and product quality influence consumers Pak Itam Breakfast Stalls. This study uses a descriptive method with a quantitative approach. Quantitative research method can be interpreted as a method that is more towards the aspect of objective measurement of phenomena, data collection using research instruments, quantitative/statistical data analysis, with the aim of testing predetermined hypotheses. The population of this research are all consumers of Pak Itam Breakfast Warung in Jambi City in 2021 as many as 1,703 people. The population in this study are consumers of Rk Gallery Hijab and Fashion in the city of Jambi. Determination of the sample is done by the solvin formula with the number of respondents as many as 95 respondents. The results showed that the results of the t-test (partial) obtained a significance value of 0.010 with tcount -2.610 and ttable 1.660, and it can be said that -2.610 <1.660 concluded that price has no effect on consumer satisfaction (Y). For the effect of quality on satisfaction. The results showed that the results of the t-test (partial) obtained a Quality tcount of 10,172 and ttable of 1,98472 from the comparison results, it can be seen that tcount is greater than ttable (tcount < ttable). 10,172 > 1,98472 so it can be concluded that there is an influence between quality on consumer satisfaction. By comparing the number of significant levels (sig) research with a significant level of 0.05 then 0.000 <0.05 so it can be said that there is a positive influence between price and quality on satisfaction. Keywords: Price, Quality and Consumer Satisfaction.

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