<![CDATA[This study aims to analyze the effects of price and product quality on consumer satisfaction with Mini Rusk dry sponge cakes. A quantitative survey approach was applied to 31 consumers who participated as respondents. Primary data were collected using a Likert-scale questionnaire covering price, product quality, and customer satisfaction indicators. The analysis involved descriptive statistics, validity and reliability testing, classical assumption tests, Pearson correlation, multiple linear regression, t-tests, an F-test, and the coefficient of determination. The research instrument was reliable, with a Cronbach’s Alpha value of 0.766, while the regression residuals were normally distributed and showed no symptoms of heteroscedasticity or multicollinearity. The regression results indicate that price has a positive and significant effect on customer satisfaction, with a coefficient of 0.449 and a significance value of 0.009. Product quality also has a positive and significant effect, with a coefficient of 0.512 and a significance value of 0.004, and is the more dominant variable based on a standardized beta value of 0.453. Simultaneously, price and product quality have a significant effect, with an F value of 17.224 and a significance value of 0.000. The R Square value of 0.552 shows that both variables explain 55.2% of the variation in customer satisfaction, while 44.8% is influenced by other factors outside the model. These findings confirm that reasonable pricing should be accompanied by consistent taste, texture, ingredients, and packaging to maintain Mini Rusk consumer satisfaction.]]>
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