The Effect of Price and Product Quality on Customer Satisfaction for Glassware Products at UD Damanhuri, Aceh Singkil Regency

Bahasa B, Winda Wardhani, Subaktiar S, Hablil Ikhwana

Abstract


This study aims to analyze the effect of price and product quality on customer satisfaction regarding glassware products at UD Damanhuri, both partially and simultaneously. In the face of increasingly intense business competition, companies need to establish competitive pricing and provide high-quality products to enhance customer satisfaction. This research employed an associative quantitative approach with a sample of 100 respondents selected through purposive sampling, namely customers who had purchased glassware products at least once. Data were collected through questionnaires and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results of the analysis produced the regression equation: Y = 4.215 + 0.381X₁ + 0.409X₂, indicating that both price and product quality have a positive effect on customer satisfaction. The t-test results revealed that the price variable has a positive and significant effect on customer satisfaction, with a calculated t-value of 4.141, which is greater than the t-table value of 1.985, and a significance level of 0.000 < 0.05. Product quality was also found to have a positive and significant effect, with a calculated t-value of 4.596, exceeding the t-table value of 1.985, and a significance level of 0.000 < 0.05. Furthermore, the F-test results showed that price and product quality simultaneously have a positive and significant effect on customer satisfaction, with a calculated F-value of 57.318, which is greater than the F-table value of 3.090, and a significance level of 0.000 < 0.05. The Adjusted R Square value of 0.533 indicates that the two independent variables explain 53.3% of the variation in customer satisfaction, while the remaining 46.7% is influenced by other factors outside the scope of this study.


Keywords


Price, Product Quality, Customer Satisfaction.

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DOI: https://doi.org/10.5281/zenodo.23579689

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