Price and Product Quality Effects on Customer Satisfaction: AYA_KO Case Study

Abstract

This study aims to determine the influence of price and product quality on customer satisfaction in MSMEs.handmade bag aya_ko. The object of the study is customers on SMEs handmade aya_ko bag with a population of 2000 people. In this study the sampling technique used was the method proposif  Samplingwith the criteria to become an MSME customerhandmade aya_ko bag. Determining the number of samples using the Slovin formula with a sample size of 95 people. The results of the study are: (1) Price partially has a significant and positive influence on customer satisfaction with a t value_count 2,558 > t_table1.98580, (2) Product quality partially has a significant and positive influence on customer satisfaction with a t value._count 7,874 > t_table1.98580, (3) Price and product quality simultaneously have a significant influence on customer satisfaction with an F value._count 63,375 > F_table3,94, and (4) Influence price and product quality on customer satisfaction by 58.7%, while the remaining 41.3% is influenced by external factors not discussed in this study.