Pengaruh Harga Dan Kualitas Produk Terhadap Kepuasan Pelanggan Di Kopi Ladang (Studi Kasus Di Kopi Ladang)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Harga dan Kualitas Produk Terhadap Kepuasan Pelanggan Di Kopi Ladang baik secara parsial dan simultan. Penelitian ini merupakan penelitian kuantitatif. Jumlah populasi 10.486 orang dan sampel berjumlah 100 orang dengan menggunakan rumus slovin dan pengumpulan data melalui observasi,kuesioner dan studi pustaka. Metode analisis data menggunakan metode deskriptif dan analisis linier berganda dengan tingkat signifikan 0,05. Hasil uji f menunjukkan bahwa Harga dan Kualitas Produk secara Bersama-sama memiliki pengaruh positif dan signifikan terhadap variabel terikat yaitu kepuasan pelanggan. Berdasarkan pengujian koefisiensi determinasi (R2) menunjukkan bahwa nilai Adjusted R Square sebesar 61.0% artinya harga dan kualitas produk berpengaruh terhadap kepuasan pelanggan di kopi ladang 61.0% dan sisanya 39.0% di pengaruhi oleh faktor di luar penelitian. This study aims to determine the influence of Price and Product Quality on Customer Satisfaction in Coffee Fields both partially and simultaneously. This research is a quantitative research. The total population is 10,486 people and the sample is 100 people using the slovin formula and data collection through observation, questionnaire and literature study. The data analysis method used descriptive method and multiple linear analysis with a significance level of 0.05. The results of the f test show that Price and Product Quality together have a positive and significant influence on the bound variable, namely customer satisfaction. Based on the determination coefficient (R2) test, it was shown that the Adjusted R Square value was 61.0%, meaning that the price and product quality had an effect on customer satisfaction in coffee fields by 61.0% and the remaining 39.0% were influenced by factors outside the study.