Pengaruh Kualitas Produk dan Hargaterhadap Kepuasan Pelanggan XYZ Kota Pekanbaru

Abstract

The aim of this research is to determine the effect of product quality and price on customer satisfaction of Famys Hijab at PT. Circle Retailing Indonesia FCL Pekanbaru. The objects of this research are users of Famys products and the sampling technique in this research is purposive sampling. The sample in this study was 120 respondents. The data analysis method used is multiple linear regression analysis. The research results show that the product quality variable has a positive and significant effect on customer satisfaction. The price variable has a positive and significant effect on customer satisfaction. The product quality and price variables have a simultaneous and significant effect on Famys Hijab customer satisfaction at PT. Circle Retailing Indonesia FCL Pekanbaru with a calculated F value of 16.456> 3.07, which means that the product quality and price variables simultaneously influence Famys Hijab customer satisfaction. at PT. Circle Retailing Indonesia FCL Pekanbaru. The results of this research suggest that Famys should continue to maintain product quality and determine the best price for each product.