ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN SAYURAN HIDROPONIK PADA 12HEJOPONIK RANTAU RASAU JAMBI

Sarwo Edi, Sarwo Edi (2022) ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN SAYURAN HIDROPONIK PADA 12HEJOPONIK RANTAU RASAU JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT (SARWO EDI / 1800861201131 / ANALYSIS OF THE EFFECT OF PRODUCT QUALITY AND PRICE ON CUSTOMER SATISFACTION OF HYDROPONIC VEGETABLES IN 12Hejoponik RANTAU RASAU. FIRST SUPERVISOR AKHMAD IRWANSYAH,S.E.,M.M; SECOND PEOPLE, RIKO MAPPADECENG, S.E.,M.M) In every business, of course, they want to get maximum results in marketing activities for a product, but to maximize marketing, of course, entrepreneurs need to pay attention to product quality and price in order to obtain customer satisfaction. To find out how product quality and price affect customer satisfaction with hydroponic vegetables at 12 Hejopnik Rantau Rasau. To answer this research, the author uses studies related to research variables, namely product quality, price and customer satisfaction. In addition, researchers are also looking for previous research journals/articles and thesis to support this research. This study uses a quantitative descriptive method. The population in this study is 12 Hejoponik Rantau Rasau customers, totaling 45 people. Data was taken using a questionnaire which was measured with a Likert scale. This study used multiple linear regression analysis with the help of SPSS version 26. From the data processing performed, the regression equation is obtained (Y=1.659 + 0.397 X1 + 0.057 X2). The results of this study indicate that the product quality (X1) and price (X2) variables have a simultaneous effect on 2Hejoponik's customer satisfaction. Product quality variable (X1) has a partial effect but price (X2) does not partially affect customer satisfaction 12Hejoponik. The coefficient of determination is 0.298, thus the results state that the variable X1 (product quality), X2 (price) is able to explain the Y variable (customer satisfaction) of (29.8%) while the rest (70.2%) is influenced by other variables that not investigated in this study. Keywords: Product quality, price, customer satisfaction

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