PENGARUH KUALITAS PRODUK DAN PENETAPAN HARGA TERHADAP KEPUASAN KONSUMEN PADA HOME INDUSTRY DERACAKE

Abstract

ABSTRACT

This study aims to determine whether there is a relationship between product quality and price with consumer satisfaction being the main objective of this study. In this study, 87 participants who had shopped at Deracake's home sector were sampled for the SPSS-based consumer questionnaire analysis. Customers who have shopped in Deracake's home industry were surveyed using a questionnaire to find out firsthand whether aspects such as product quality and price have an impact on consumer happiness or whether other variables play a greater role. Researchers in this study processed (analyzed) data using IBM SPSS software and various linear regression tests. Based on this research, when comparing the price and quality of Deracake products, product quality has a greater influence on the level of Deracake customer satisfaction than the price element. Although product quality is more important to customers than price when making purchasing choices, price is still important because consumers use price as a benchmark when comparing products. Customer satisfaction in the Deracake home industry is influenced by price and product quality.