<![CDATA[The purpose of this study is to determine the effect of product quality and price on consumer satisfaction at the Archa Jaya Gypsum Store. This study is a quantitative study with a sample of 98 respondents. The data sources were obtained from secondary data and primary data. This study used a questionnaire as a data collection technique using a purposive sampling method, namely a technique for determining samples with certain considerations or characteristics. The analysis methods used in this study are validity testing, reliability testing, classical heteroscedasticity assumption testing, multiple linear analysis, t-test, F-test and coefficient of determination analysis (R2). The results of this study are Product Quality (X1) has a positive and significant effect on consumer satisfaction (Y), Price (X2) has a positive and significant effect on consumer satisfaction (Y), and Product Quality and Price have a positive and significant effect on consumer satisfaction. Keywords: Product Quality, Price, Consumer Satisfaction Keywords: Product Quality, Pricing, Consumer Satisfaction]]>
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