Abstract,
The purpose of this study was to determine the effect of product
quality and price on customer satisfaction at PT Dua Kelinci products in
Banjarmasin either partially or simultaneously.
The type of research used is descriptive quantitative. The
population in this study were customers of PT Dua Kelinci's products in
Banjarmasin with a total sample of 86 customers. Analysis of the data in
the study using multiple linear regression method with the help of SPSS
version 22.0 application.
The results of this study based on multiple linear regression
analysis Y = -0.334 + 0.174X1 + 0.398X2, that the product quality and
price variables have a positive influence on customer satisfaction at PT
Dua Kelinci products in Banjarmasin. The results of the t-test
calculation, which says there is a partially significant effect of product
quality components (X1) and price (X2) on customer satisfaction of PT
Dua Kelinci's products in Banjarmasin (Y). The results of the F test
calculation, there is a simultaneous significant effect between product
quality (X1) and price (X2) on customer satisfaction of PT Dua Kelinci's
products in Banjarmasin (Y). The value of the coefficient of
determination (R2) produced is 0.664. This means that 66.4% changes in
the customer satisfaction variable for PT Dua Kelinci's products in
Banjarmasin (Y) can be explained by changes in product quality (X1)
and price (X2) variables, while the remaining 33.6% is explained by
other variables not included in the study.
Keyword: Product Quality, Price, and Customer Satisfaction