PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN DAIHATSU CABANG PECINDILAN KOTA SURABAYA

  • Rizal Rullyanto
  • Anton Eko Yulianto
Keywords: product quality, price, customer satisfaction

Abstract

Customer’s satisfaction can be measured by its product quality and price. The product quality which is offered, by having some care models that suit customers’ needs and lifestyle, aimed to satisfy customers. While, proce could describe conformity with customers’ satisfaction. This research aimed to find out and explain the effect product quality and price on customers’ statisfaction of Daihatsu cars at Pecindilan branch, Surabaya. The research result concluded that product quality had a direct and positive effect on customers’s statisfaction for about 0,339 with t-counted of 2,813 and significance of 0,006. This meant, by having improvement on product quality customers’s statisfaction would improve. Morever, price had a direct effect on customers’s statisfaction for about 0,651 with t-counted of 5,962 and significance of 0,000. In other words, with improvement of price strategy, customers’ satisfaction would improve. Futhermore, simultaneously product quality and price had a positive and significant effect on customers’ satisfaction of Daihatsu cars at Pecindilan branch Surabaya. It meant, both of them had a significant effect on customers’ satisfaction with F-counted for about 142.253 and sigficance of 0,000. This meant, with product quality improvement and price strategy, customers’ satisfaction would improve.
Keywords: product quality, price, customer satisfaction

Published
2021-11-16