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Abstract:
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This study aims to determine the effect of price on consumer satisfaction in
Garuda peanut products in Brebes Regency, to determine the effect of quality on
consumer satisfaction in Garuda peanut products in Brebes Regency, and to
determine the effect of price and quality on customer satisfaction in Garuda
peanut products in Brebes Regency. This research uses a quantitative descriptive
approach and the type of research is a case study supported by a survey. The
method used in this study is the correlational research method, namely research
that aims to determine whether there is an association between two or more
variables, and how far the correlation is between the variables studied. The
population in this study is all Garuda bean consumers in Brebes district whose
number is unknown, while the sample is 143 using the Lemeshow formula because
the population size is unknown. The data used is primary data in the form of a
questionnaire instrument. Data analysis technique with multiple regression
analysis. The results of the study obtained a significance value (Sig) for the Price
variable of 0.000 and Product Quality of 0.000 < the value of Sig. 0.05, which
means that there is an effect of price on consumer satisfaction and the effect of
product quality on consumer satisfaction. The F table value is 31.614 > from F
count 2.74, then the price and product quality simultaneously have a significant
influence on consumer satisfaction. The ability of the price and product quality
variables in this study affects consumer satisfaction at Garuda Peanut in
Brebes,Regency by 69.90%, while the remaining 30.10% is explained by other
variables. |