THE EFFECT OF PRICE AND PRODUCT QUALITY ON CONSUMER SATISFACTION IN LATITUDE JAGAD’S CORN BUSINESS

Mulyo Adisanjoyo, Apriyanti .

Abstract


Abstrak 

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk terhadap kepuasan konsumen pada usaha penjualan jagung Lintang Jagad di Kabupaten Madiun. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 97 responden yang merupakan konsumen dan pernah melakukan pembelian selama periode penelitian. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode accidental sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner secara langsung kepada responden. Analisis data menggunakan SPSS versi 25 dengan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, dan uji F. Hasil penelitian menunjukkan bahwa harga dan kualitas produk secara parsial maupun simultan berpengaruh positif dan signifikan terhadap kepuasan konsumen pada usaha penjualan jagung Lintang Jagad di Kabupaten Madiun. Temuan ini menunjukkan bahwa penetapan harga yang sesuai dan kualitas produk yang baik merupakan faktor penting dalam meningkatkan kepuasan konsumen. Oleh karena itu, pelaku usaha disarankan untuk mempertahankan kualitas produk, menetapkan harga yang kompetitif, serta meningkatkan pelayanan agar kepuasan dan loyalitas konsumen dapat terus ditingkatkan.

Keywords: Harga, kualitas produk, kepuasan konsumen.

Abstract

The purpose of this study is to present empirical data on how product quality and price affect customer satisfaction in the Lintang Jagad corn sales business in Madiun Regency. With a sample of 97 respondents who were customers who had made purchases throughout the study period, the research methodology employed a quantitative technique. The sampling strategy combined an accidental sampling method with non-probability sampling. Direct distribution of questionnaires to respondents was used to collect data. The SPSS version 25 software was utilized for data analysis, which included t-tests, F-tests, multiple linear regression analysis, validity tests, reliability tests, and traditional assumption tests. The study's findings show that consumers are positively and significantly impacted by both price and quality satisfaction in the Lintang Jagad corn sales business in Madiun Regency. Thus, these two variables are crucial elements that company actors must consider in order to boost customer loyalty and happiness.

Keywords: Price, Product Quality, Consumer Satisfaction.


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