PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN

Abstract

This study was aimed to find out the influence of product quality, price, and service quality on consumer perception. The method used was verificative descriptive using ex post facto approach and survey. The populations in this research were the consumers of RM. Provita Bandar Lampung and 96 samples from consumers were determined by the Slovin formula. Sampling method used was non probability sampling by using convenience sampling technique. The hypothesis testing used was simple linear regression and multiple linear regression. The result showed that (1) there was an influence of product quality on consumer perception, (2) there was an influence of price on consumer perception, (3) there was an influence of service quality on consumer perception, (5) there was an influence of product quality, price, and service quality on consumer perception.

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan konsumen. Metode yang digunakan adalah deskriptif verifikatif dengan pendekatan ex post facto dan survey. Populasi dalam penelitian ini yaitu konsumen RM. Provita Bandar Lampung dan sampel 96 konsumen yang ditentukan dengan rumus slovin. Metode penetapan sampel yaitu non probability sampling dengan menggunakan teknik convenience sampling. Pengujian hipotesis menggunakan regresi linier sederhana dan regresi linier multipel. Hasil analisis menunjukkan (1) ada pengaruh kualitas produk terhadap kepuasan konsumen, (2) ada pengaruh harga terhadap kepuasan konsumen, (3) ada pengaruh kualitas pelayanan terhadap kepuasan konsumen, (4) ada pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan konsumen.

Kata kunci: harga, kepuasan konsumen, kualitas pelayanan, kualitas produk