PENGARUH KUALITAS PRODUK DAN PENETAPAN HARGA TERHADAP KEPUASAN KONSUMEN PADA TOKO SEPATU BATA METROPOLITAN CITY GIANT PANAM

Abstract

This research was conducted at the Bata Metropolitan City Giant Panam Shoe Store, located on Jalan HR. Soebrantas, Tampan Pekanbaru, Riau. This study aims to determine the effect of product quality and pricing on customer satisfaction partially and simultaneously. This research used the quantitative descriptive analysis method with the SPSS program. The population in this study were all consumers who made purchases at the Bata Metropolitan City Giant Panam Shoe Store in 2019 as many as 10,055 and the sample from this study was 100 respondents from consumers of the Bata Metropolitan City Giant Panam Shoe Store. Determination of the sample in this study using the Slovin formula, namely non-probability sampling technique with accidental sampling technique.

Data analysis using validity test, reliability test, simple linear analysis, multiple linear analysis, analysis of determination and significance test with t-test (partial test) F test (simultaneous test). The results of this study indicate the results of the t-test hypothesis of product quality on customer satisfaction, namely t (7,983)> t table (1,660), which means that the product quality is significant for customer satisfaction. Second, pricing on customer satisfaction, namely t count (5,533)> t table (1,660), meaning that pricing is significant on customer satisfaction. F test results of product quality and pricing on customer satisfaction, namely F count (50.030)> F table (3.09).