PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN SEPEDA MOTOR HONDA VARIO 125

Abstract

This research is meant to analyze the influence of product quality and sales price to the customer satisfaction on
the users of Honda Vario 125 motorcycle at Dealer Panji Perkasa Perdana. The population of this research is all
customerswhoarethe first owner and the user of Honda Vario 125 motorcycle at Dealer Panji Perkasa Perdana.
The sample collection technique has been done by using purposive sampling technique. Based on the determined
criteria 100 people have been selected as respondents. The data analysis technique has been done by using
multiple linear regressions and t-test as the hypothesis test. Based on the result of multiple linear regressions
analysis, it shows that the variables i.e. product quality and sales price have positive influence to the customer
satisfaction. The result shows that sales price is more affordable, betterproduct quality,and it is supported
bybetterafter-sales service whichcanimprovecustomer satisfaction of the first ownerand the user of Honda Vario
125 motorcycle at Dealer Panji Perkasa Perdana. The indicator of coefficient correlation (R) level has been
generated shows that the correlation between the variables of product quality and sales price with the customer
satisfaction as the user of Honda Vario 125 motorcycle is firm.

Keywords:product quality, sales price and the customer satisfaction.