Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Pelanggan smartphone Blackberry pada Mahasiswa Fakultas Ekonomi Universitas Medan Area

Abstract

This study aims to determine: 1) The effect of price on customer satisfaction of Blackberry Smartphone. 2) The effect of product quality on customer satisfaction of Blackberry Smartphone. 3) The effects of the price and quality of products simultaneously on on customer satisfaction of Blackberry Smartphone. This research type is associative causal research. The population in this research are the students from Economics Faculty in Medan Area University who are actively using Blackberry smartphone. Sampling technique is taken by using purposive sampling. The research data derived from primary data and data collecting process is taken from interviews. The results show that as partial, price variable has positive and significant effect on customer satisfaction variable with the value of price variable (tcount > t table), while for product quality variable has negative and not significant on the customer satisfaction variable with the value of quality product (tcount < t table). Simultaneously, price variable and product quality variable have positive and significant effect on customer satisfaction with the value (F count> F table).