The Effect Of Product Innovation, Product Quality And Price Perception On Customer Satisfaction (Survey on Customers of Emping Sampeu Opak Teh Ani MSMEs in Tasikmalaya Regency)

De Husni Mubaroq (Universitas Perjuangan Tasikmalaya)
Budhi Wahyu Fitriadi (Universitas Perjuangan Tasikmalaya)
Titin Fatimah (Universitas Perjuangan Tasikmalaya)

Jurnal Bisnis, Manajemen, dan Akuntansi
Vol. 3 No. 1 (2026): September

In this study discusses the phenomenon of customer satisfaction problems that exist in MSMEs Emping Sampeu Opak Teh Ani, namely the problem that the products sold every year experience complaints from customers which have an impact on reducing business income, it is suspected that this problem is caused by the influence of product innovation, product quality and current price perceptions so that they affect customer satisfaction. The purpose of this study is to determine the effect of product innovation, product quality and price perception on customer satisfaction in MSMEs Emping Sampeu Opak Teh Ani in Tasikmalaya Regency. The research method used is a quantitative method with a survey approach to 100 respondents who are customers of MSMEs Emping Sampeu Opak Teh Ani. The types of data used are primary data and secondary data. The data analysis technique used is multiple regression analysis. The results of this test prove that product innovation, product quality and price perception have a significant effect simultaneously and partially on customer satisfaction of MSMEs Emping Sampeu Opak Teh Ani in Tasikmalaya Regency.