<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk terhadap kepuasan pelanggan pada Wardah Official Store melalui marketplace Shopee. Metode yang digunakan adalah metode deskriptif kuantitatif dengan pendekatan asosiatif. Teknik sampling yang digunakan adalah Probability Sampling, metode pengambilan sampel dengan menggunakan teori slovin. Sampel dalam penelitian ini adalah 100 responden. Analisis data menggunakan analisis regresi, analisis koefisien korelasi, analisis koefisien determinasi dan uji hipotesis. Hasil penelitian ini adalah harga dan kualitas produk terhadap kepuasan pelanggan hal tersebut dapat dibuktikan dari persamaan regresi linier sederhana Y = 9,946 + 0.429 X1 + 0.382 X2 + α. Koefisien determinasi berpengaruh secara simultan 59,6%. Uji hipotesis secara parsial diperoleh angka harga sebesar t hitung > t tabel atau (11,044 > 1,985). Maka H0 ditolak dan H1 diterima. Hal ini berarti terdapat pengaruh positif dan signifikan antara variabel independen yaitu harga (X1) terhadap kepuasan pelanggan (Y). Kualitas produk angka sebesar t hitung > t tabel atau (10,986 > 1.985). Maka H0 ditolak dan H2 diterima. Hal ini berarti terdapat pengaruh antara variabel independen yaitu kualitas produk (X2) terhadap kepuasan pelanggan (Y). Uji hipotesis diperoleh nilai ????hitung > ???????????????????????? atau (71,523 > 3,090). Dengan demikian H0 ditolak dan H3 diterima, artinya harga (X1) dan kualitas produk (X2) secara bersama-sama berpengaruh positif terhadap kepuasan pelanggan (Y). The purpose of this research was to determine the effect of price and product quality on customer satisfaction at Wardah Official Store through the Shopee marketplace. The method used is a quantitative descriptive method with an associative approach. The sampling technique used is Probability Sampling, a sampling method using the slovin theory. The sample in this research was 100 respondents. Data analysis using regression analysis, correlation coefficient analysis, determination coefficient analysis, and hypothesis testing. The results of this study are that price (X1) and product quality (X2) have a positive and significant effect on customer satisfaction (Y) with the regression equation Y = 9.946 + 0.429X1 + 0.382X2. The coefficient of determination has a simultaneous effect of 59.6%. Partially tested the hypothesis that the price number is ????count >????????????????e???? or (11.044 > 1.985). Then H0 is rejected and H1 is accepted. This means that there is a positive and significant influence between the independent variables, namely price (X1) on customer satisfaction (Y). Product quality amounted to ????count > ttable or (10.986 > 1.985). Then H0 is rejected and H2 is accepted. This means that there is an influence between the independent variables, namely product quality (X2) on customer satisfaction (Y). Hypothesis testing obtained by the calculated ????value > ttable or (71.523 > 3.090). Thus H0 is rejected and H3 is accepted, meaning that price (X1) and product quality (X2) together have a positive effect on customer satisfaction (Y)]]>
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