THE EFFECT OF PRODUCT QUALITY AND PERCEIVED PRICE ON CUSTOMER SATISFACTION OF MIE ENDESS IN KAMAL DISTRICT

(STUDY ON STUDENTS OF TRUNOJOYO UNIVERSITY MADURA)

  • Nabilatul Hasanah Universitas Trunojoyo
  • Yustina Chrismardani Universitas Trunojoyo
DOI: https://doi.org/10.23960/jbm.v20i1.2194
Keywords: Kualitas produk, Persepsi Harga, Kepuasan

Abstract

This study aimed to determine the effect of product quality and perceived price on customer satisfaction of Mie Endess, in Kamal District of University of Trunojoyo Madura students, both partially and simultaneously. The sample in this study was 100 students from the University of Trunojoyo Madura. The research was quantitatively based, with data analysis methods used as multiple linear regression tests. The results of the hypothesis test show that the product quality variable (X1) has a significant effect on the customer satisfaction variable (Y), and the perceived price variable (X2) has a significant effect on the customer satisfaction variable (Y). Simultaneously, customer product quality (X1) and perceived price (X2) have a significant effect on the customer satisfaction variable (Y) with a coefficient of determination (Adjusted R2) of 0.766. It means that 76,6% of customer satisfaction (Y) can be explained by product quality and perceived price. Then, the remaining 23,4% is explained or influenced by other causes (variables) that are not included in this study.

Keywords: Product quality, perceived price, satisfaction

Abstrak

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan persepsi harga terhadap kepuasan pelanggan Mie Endess di Kecamatan Kamal dengan studi pada mahasiswa Universitas Trunojoyo Madura, baik secara parsial maupun simultan. Jumlah sampel dalam penelitian ini adalah 100 orang mahasiswa Universitas Trunojoyo Madura. Penelitian dilakukan dengan pendekatan kuantitatif, dengan metode analisis yang digunakan adalah uji regresi linier berganda. Dimana hasil uji hipotesis menunjukkan bahwa variabel kualitas produk (X1) berpengaruh positif dan signifikan terhadap variabel kepuasan pelanggan (Y) dan variabel persepsi harga (X2) berpengaruh secara positif dan signifikan terhadap variabel kepuasan pelanggan (Y), sedangkan secara simultan kualitas produk (X1) dan persepsi harga (X2) berpengaruh secara positif dan signifikan terhadap variabel kepuasan pelanggan (Y) dengan nilai koefisien determinasi (Adjusted R2) sebesar 0,766. yang berarti bahwa 76,6% kepuasan pelanggan (Y) dapat dijelaskan oleh variabel-variabel independen dalam penelitian ini, yaitu kualitas produk dan persepsi harga. Kemudian sisanya sebesar 23,4% dijelaskan atau dipengaruhi oleh sebab (variabel) lain yang tidak termasuk dalam penelitian ini.

Kata Kunci : Kualitas produk, persepsi harga, kepuasan

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Published
2024-01-29
How to Cite
Hasanah, N., & Chrismardani, Y. (2024, January 29). THE EFFECT OF PRODUCT QUALITY AND PERCEIVED PRICE ON CUSTOMER SATISFACTION OF MIE ENDESS IN KAMAL DISTRICT. Jurnal Bisnis Dan Manajemen (JBM), 20(1), 18-28. https://doi.org/https://doi.org/10.23960/jbm.v20i1.2194
Issue
JBM Vol 20 (2024): Issue 1
Section
Articles
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