The Influence of Price and Product Quality on Customer Satisfaction of Sari Roti Products

Abstract

This research aims to investigate the influence of Price and Product Quality on Customer Satisfaction in Sari Roti products. It adopts a quantitative approach with a descriptive design using a causal method. The objective is to explain an empirical phenomenon by examining statistical data, characteristics, and the relationship between variables. The data collection technique utilized in this study involved distributing questionnaires through google forms. Data for this research were collected by administering questionnaires using a Likert Scale. The sample consisted of 90 respondents who were consumers of Sari Roti products. The data were collected using purposive sampling, and the analysis included descriptive analysis, validity, reliability, multiple liner regression, and hypothesis testing. The data analysis was conducted using SPSS 25 sofware. The result of this study indicate that price exhibited a calculated t-value of 5.446, which is greater than the tabulated t-value of 1.662, suggesting a positive influence on customer satisfaction. Similarly, product quality demonstrated a calculated t-value of 3.876, surpassing the tabulated t-value of 1.662, indicating a positive influence on customer satisfaction. Furthermore, the combinade effect of price and product quality, with a calculated f-value of 69.357 exceding the tabulated f-value of 4.86, significantly influences customer satisfaction. As a result, hypotheses are accepted. Based on the findings, it can be concluded the price and product quality significant effect customer satisfaction for Sari Roti products, thereby accepting .