The Effect of Price and Product Quality on Customer Satisfaction

Putri Nilam Kencana

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

Abstract

One example of a franchise that has increased in a number of outlets is fast-food restaurants or often called fast food. The purpose of this study was to determine the effect of price and product quality on customer satisfaction on Giant Fried Chicken Citra Raya. The research method uses quantitative with a population of 22,577 customers, the determination of the sample using the Slovin formula with an error rate of 10% obtained 100 respondents. Data collection methods using primary data and secondary data. Test the instrument using the validity and reliability test, the prerequisite data test uses the normality test, autocorrelation test, multicollinearity test, and heteroscedasticity test, while the statistical test uses multiple regression equations, correlation coefficient test, coefficient of determination test and significance test. The results show that the price and quality of the product have a positive effect on consumer satisfaction with a regression equation Y = 19.846 + 0.329X1 + 0.312X2 + e. The better the price determination and the higher the quality of the product, the more it will increase customer satisfaction. Vice versa, if the price and quality of products are low, customer satisfaction will also decrease. The simultaneous contribution of price and product quality is 40.8% while the remaining 59.2% is influenced by other factors. the calculated F value is greater than the F table or (9669> 3.090), it is also reinforced by the significance of 0,000 <0.05. Thus H0 is rejected and H1 is accepted. This means that there is a positive and significant effect simultaneously between price and product quality on customer satisfaction on Giant Fried Chicken Citra Raya.

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2018Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 2009Customer Experience Management in Retailing: Understanding the Buying Process 1990Menejemen Pemasaran Modern 2012Dasar-dasar Manajemen Pemasaran 2016The impact of product quality and price on customer satisfaction with the mediator of customer value 2019Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Sekolah Tinggi Ilmu Manajemen Sukma Medan 2008ANALISIS INDUSTRI RITEL DI INDONESIA 2011Influence of Price and Quality to Customer Satisfaction: Neuromarketing Approach

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2023The Effect of Service Quality and Price on Customer Satisfaction

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