PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN PRODUK M2 FASHION ONLINE DI SINGARAJA TAHUN 2015

Ita Purnamasari · S.Pd. Kadek Suwena · M.Pd . Iyus Akhmad Haris

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Penelitian ini bertujuan untuk mengetahui (1) pengaruh kualitas produk terhadap kepuasan konsumen produk M2 Fashion Online, (2) pengaruh harga terhadap kepuasan konsumen produk M2 Fashion Online, (3) pengaruh kualitas produk dan harga terhadap kepuasan konsumen produk M2 Fashion Online. Jenis penelitian ini menggunakan penelitian kuantitatif dengan pendekatan kausalitas. Jumlah sampel dalam penelitian sebanyak 100 orang responden. Data dikumpulkan dengan mengunakan metode dokumentasi dan kuesioner, dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS for windows 16.0. Hasil penelitian menunjukkan bahwa: (1) kualitas produk berpengaruh signifikan terhadap kepuasan konsumen produk M2 Fashion Online, hal tersebut ditunjukkan dari nilai thitung=6,068>ttabel=1,984 atau p-value=0,000 ttabel1,984 atau p-value=0,000 Ftabel=2,698 atau p-value=0,000 Kata Kunci : harga, kepuasan konsumen, kualitas produk, This study was aimed to identify (1) the effect of product quality of customer satisfaction M2 products Fashion Online, (2) the effect of price of customer satisfaction M2 products Fashion Online, (3) the effect of product quality and price of customer satisfaction M2 products Fashion Online. This research uses a quantitative approach to causality. In which the sample of study consisted of 100 respondents. Data was collected through documentation and questionnaire method, analyzed through multiple regression analysis that was mediated by using SPSS 16.0 program for windows. The result of this study showed that (1) product quality bring significant effect upon the customer satisfaction M2 products Fashion Online, it showed by the value of tcount = 6,068 >ttable = 1,984 or p-value = 0,000 ttable 1,984 or p-value = 0,000 Ftable= 2,698 or p-value 0,000 keyword : customer satisfaction, price, product quality

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