Pengaruh Harga, Kualitas Produk dan Fasilitas Fitur Terhadap Kepuasan Pelanggan Smartphone Samsung pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

The study aims to conduct an empirical test regarding the effect of cost, product quality and features towards customer satisfaction of Samsung smartphone among students of Faculty of Economy and business in University Medan Area. As the causal associate research, the study determines the population of the study are all of active students at Faculty of Economy and business in University Medan Area. Then by utilizing the purposive sampling method, 76 respondents are assigned as the total sample of study. Cost, product quality and features were acted as the independent variables whereas the customer satisfaction acted as the dependent variable. The data types of the research are both qualitative and quantitative, and data are obtained from the primary and secondary data. The data technique analysis employs the multiple regression analysis, classic assumption test, coefficient of determination (R2) for the hypothesis test, partial t-test, and F-test simultaneously with 5% of significance value. The result highlights that variable of X1, X2, and X3, which are cost, product quality and features are significantly influencing the dependent variable simultaneously. Based on the coefficient of determination (R2), all of the independent variables have the prediction ability towards customer satisfaction as much as 37.4%. However, a total 62.6% other factors were not included in research model.