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All Journal SAE (Study of Applied Entrepreneurship)
Sa'adah, Khoirunatun
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Social Sciences

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INFLUENCE OF PRODUCT QUALITY AND PRICE ON CONSUMER SATISFACTION: A CASE STUDY OF VINTANCAKE Sa'adah, Khoirunatun; Suyadi , Suyadi
Study of Applied Entrepreneurship Vol. 1 No. 2 (2024)
Publisher : Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/sae.v1i2.9211

Abstract

This study aims to determine the influence of product quality and price on consumer satisfaction (Y) in the Vintancake business. The sampling technique used in this study was non-probability sampling, specifically convenience sampling. A total of 50 respondents who had previously purchased Vintancake products were included as the sample for this study. The data analysis was conducted using SPSS version 25. The findings indicate that product quality has a positive and significant effect on consumer satisfaction, with a positive effect of product quality (x1) = 0.199 and a significance value of 0.000 (0.000 < 0.05). Similarly, price also has a positive and significant effect on consumer satisfaction, with a positive effect of price (x2) = 0.294 and a significance value of 0.000 (0.000 < 0.05). Both product quality and price jointly influence consumer satisfaction, with product quality (X1) and price (X2) showing that when both are at 0, consumer satisfaction (Y) increases to 14.892.
Co-Authors Suyadi , Suyadi