Pengaruh Kualitas Produk dan Harga Terhadap Kepuasan Pelanggan UMKM Percetakan Souvenir Anggrek Palembang
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Institusion
Universitas Muhammadiyah Palembang
Author
M.WIDAD RIZANY, NIM. 212016236M
Subject
Manajemen
Datestamp
2020-10-10 01:41:28
Abstract :
ABSTRACT M.Widad Rizany / 212016236/2020 / The Effect of Product Quality and Price on Customer Satisfaction of UMKM Palembang Orchid Souvenir Printing / Marketing Management The formulations of the problem in this study are the Influence of Product Quality and Price on Customer Satisfaction of Palembang Orchid Souvenir Printing UMKM. This research is an associative research. The location of this research is located at Jl. Lunjuk Jaya No.20 Palembang. Total population 30, with a sample of 30 people, with proportional stratified random sampling technique. The data used are primary and secondary data. Interview method through questionnaires and interviews. The data analysis used was qualitative and quantitative analysis. Technical analysis using multiple linear regression, F test (simultaneous), t test (partial) and the coefficient of determination. The results of the multiple linear regression equation show that there is a positive influence between Product Quality and Price on Customer Satisfaction of the Palembang Orchid Souvenir printing UMKM. Hypothesis test results show a significant effect of Product Quality and Price on Customer Satisfaction Product Quality variable (X1), Product Quality partially influences SME Customer Satisfaction of Palembang Orchid Souvenir printing. Hypothesis test results show that there is a significant effect of Product Quality and Price variables partially on the SME Customer Satisfaction of Palembang Orchid Souvenir printing. The coefficient of determination of 0.869 means that the variables of Product Quality and Price are only able to explain changes to the Customer Satisfaction variable by 86.9%. While the remaining 13.1% is really by other factors not included in this study. The results showed that there was an effect of Product Quality and Price on Customer Satisfaction of the Palembang Orchid Souvenir printing UMKM.
ABSTRACT M.Widad Rizany / 212016236/2020 / The Effect of Product Quality and Price on Customer Satisfaction of UMKM Palembang Orchid Souvenir Printing / Marketing Management The formulations of the problem in this study are the Influence of Product Quality and Price on Customer Satisfaction of Palembang Orchid Souvenir Printing UMKM. This research is an associative research. The location of this research is located at Jl. Lunjuk Jaya No.20 Palembang. Total population 30, with a sample of 30 people, with proportional stratified random sampling technique. The data used are primary and secondary data. Interview method through questionnaires and interviews. The data analysis used was qualitative and quantitative analysis. Technical analysis using multiple linear regression, F test (simultaneous), t test (partial) and the coefficient of determination. The results of the multiple linear regression equation show that there is a positive influence between Product Quality and Price on Customer Satisfaction of the Palembang Orchid Souvenir printing UMKM. Hypothesis test results show a significant effect of Product Quality and Price on Customer Satisfaction Product Quality variable (X1), Product Quality partially influences SME Customer Satisfaction of Palembang Orchid Souvenir printing. Hypothesis test results show that there is a significant effect of Product Quality and Price variables partially on the SME Customer Satisfaction of Palembang Orchid Souvenir printing. The coefficient of determination of 0.869 means that the variables of Product Quality and Price are only able to explain changes to the Customer Satisfaction variable by 86.9%. While the remaining 13.1% is really by other factors not included in this study. The results showed that there was an effect of Product Quality and Price on Customer Satisfaction of the Palembang Orchid Souvenir printing UMKM.
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