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Leony Hoki
Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi, Medan
Economics, Econometrics & Finance

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Dampak Harga dan Kualitas Produk Terhadap Tingkat Kepuasan Pelanggan dengan Value Perception Sebagai Mediasi Leony Hoki; Jack Sinaga
Journal of Trends Economics and Accounting Research Vol 6 No 3 (2026): March 2026
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v6i3.2627

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga produk dan kualitas produk terhadap kepuasan pelanggan sate Pak Etek yang dimediasi oleh value perception atau persepsi nilai dari benak pelanggan. Harga produk merujuk pada jumlah biaya yang harus dibayarkan pelanggan untuk mendapatkan produk, sedangkan kualitas produk mencakup aspek kandungan bahan baku, cita rasa dan tekstur daging yang dirasakan oleh pelanggan. Persepsi nilai atau value perception mencerminkan penilaian subjektif terhadap biaya yang dikeluarkan dan manfaat produk yang didapatkan. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner kepada total 100 responden. Data dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik dan regresi linier berganda. Hasil analisis menunjukkan bahwa harga dan kualitas produk berpengaruh terhadap kepuasan pelanggan melalui value perception dengan nilai signifikansi 0.041 dan 0.024 yang lebih kecil dari 0.05. Maka variabel mediasi value perception mampu memediasi pengaruh dari harga dan kualitas produk terhadap kepuasan pelanggan. Berdasarkan penelitian ini, didapatkan kesimpulan bahwa faktor harga, kualitas produk dan juga value perception dari pelanggan menjadi aspek yang penting dan harus diperhatikan oleh Sate Gerobak Pak Etek dalam strategi pemasaran untuk tetap mempertahankan kepuasan pelanggan.
Pengaruh Persepsi Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan dengan Variasi Menu Sebagai Moderasi Leony Hoki; Denni; Sanniya Dinata
Journal of Trends Economics and Accounting Research Vol 6 No 4 (2026): June 2026
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v6i4.2661

Abstract

This study aims to analyze the influence of perceived service quality and price on customer satisfaction at Nasi Vegetarian Sentiya, Sukaramai Market, Gang Dahlia, with menu variations as a moderating variable. The research method used is quantitative. The population in this study were customers of Nasi Vegetarian Sentiya, with data collection conducted through distributing questionnaires using a Likert scale to respondents who had experience consuming the product. The results of data analysis show that partially, perceived service quality has a negative but significant effect on customer satisfaction, with a Tcount value (-3.285) smaller than Ttable (1.984) and a significance of 0.001 smaller than 0.05 and price is proven to have a significant effect with a significant value of 0.000 smaller than 0.05 partially on customer satisfaction. Simultaneously, perceived service quality and price have a significant effect with a significant value of 0.000 on customer satisfaction. However, the MRA test results showed that menu variety was not proven to moderate the relationship between perceived service quality and customer satisfaction with a significant value of 0.695, nor the relationship between price and customer satisfaction with a significant value of 0.948 greater than 0.05. Based on the results of the study, it is recommended that the business owner of Nasi Vegetarian Sentiya prioritize improving consistent service quality in serving customers, as well as maintaining an affordable pricing strategy as the main advantage. In addition, businesses do not need to focus too much on adding menu variations, but rather emphasize the quality of taste and mainstay menus, and build customer satisfaction through more personal interactions and regular evaluation of customer feedback to improve satisfaction and business sustainability.
Co-Authors Denni Jack Sinaga Sanniya Dinata