ANALISIS PENGARUH KUALITAS PRODUK, HARGA TERHADAP KEPUASAN PELANGGAN PADA USAHA KULINER ( STUDI KASUS USAHA IKAN BAKAR DI PANTAI PANDANAN KABUPATEN LOMBOK UTARA)

Abstract

The aim of this research is to determine the effect of product quality and price on customer satisfaction. The population in this study was 125 people who shopped at Pandanan Beach, while the sample in this study was 55 respondents. The data in this research was collected by means of interviews and questionnaires, then analyzed using a descriptive percentage analysis mechanism. Based on the analysis, it was found that there is a significant influence of product quality on customer satisfaction for grilled fish culinary at Pandanan Beach of 0.808 as seen from the results of the multiple regression analysis test, which means that if product quality increases, the level of customer satisfaction will be higher. There is a significant influence of price on customer satisfaction for grilled fish culinary at Pandanan Beach of -1.172 as seen from the results of the multiple regression analysis test, which means that if the price increases the level of customer satisfaction will decrease. Among the product quality and price variables, the one that has quite a big influence on customer satisfaction is price, namely -0.212, while product quality has quite a small influence on customer satisfaction, namely 0.058 as seen from the results of the multiple regression analysis test. Product quality and price have a significant influence on customer satisfaction. It is 0.04% seen from the adjusted R Square in the coefficient of determination test, which means that product quality and price have a smaller influence on customer satisfaction compared to other factors which is 99.6%. and which were not examined in this study.