Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Konsumen Kacang Garuda di Kabupaten Brebes

Abstract

This research is based on the importance of price and product quality to consumer satisfaction. The formulation of the issue is whether the price and quality of the product have a positive effect on consumer satisfaction. This study aims to research and analyze the effect of price and product quality on consumer satisfaction in Brebes Regency. The study population is all garuda nut consumers in the unknown area of Brebes Regency with the formula Lemeshow sampling error = 5%, obtained respondents in this study are 150 people. Data collection method using questionnaires. Data analysis technique with multiple linear regression. The results of this study can be concluded that price has a positive and significant effect on consumer satisfaction of Garuda Nuts in Brebes Regency with a significance level of 0.05, product quality has a positive and significant effect on consumer satisfaction of Garuda Nuts in Brebes Regency with a very low level of significance (p-value < 0.001), simultaneously price variables and product quality have a positive and significant effect on consumer satisfaction of Garuda Nuts in the Regency Brebes.