PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN PRODUK M2 FASHION ONLINE DI SINGARAJA TAHUN 2015

Abstract

Penelitian ini bertujuan untuk mengetahui (1) pengaruh kualitas produk terhadap kepuasan konsumen produk M2 Fashion Online, (2) pengaruh harga terhadap kepuasan konsumen produk M2 Fashion Online, (3) pengaruh kualitas produk dan harga terhadap kepuasan konsumen produk M2 Fashion Online. Jenis penelitian ini menggunakan penelitian kuantitatif dengan pendekatan kausalitas. Jumlah sampel dalam penelitian sebanyak 100 orang responden. Data dikumpulkan dengan mengunakan metode dokumentasi dan kuesioner, dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS for windows 16.0. Hasil penelitian menunjukkan bahwa: (1) kualitas produk berpengaruh signifikan terhadap kepuasan konsumen produk M2 Fashion Online, hal tersebut ditunjukkan dari nilai thitung=6,068>ttabel=1,984 atau p-value=0,000<α=0,05, (2) harga berpengaruh signifikan terhadap kepuasan konsumen produk M2 Fashion Online, hal tersebut ditunjukkan dari nilai thitung=8,093>ttabel1,984 atau p-value=0,000<α=0,05, (3) kualitas produk dan harga berpengaruh signifikan terhadap kepuasan konsumen produk M2 Fashion Online, hal tersebut ditunjukkan dari nilai Fhitung=76,819>Ftabel=2,698 atau p-value=0,000<α=0,05. Hasil analisis koefesien determinasi diperoleh 0,605 atau 60,5%.
Kata Kunci : harga, kepuasan konsumen, kualitas produk,

This study was aimed to identify (1) the effect of product quality of customer satisfaction M2 products Fashion Online, (2) the effect of price of customer satisfaction M2 products Fashion Online, (3) the effect of product quality and price of customer satisfaction M2 products Fashion Online. This research uses a quantitative approach to causality. In which the sample of study consisted of 100 respondents. Data was collected through documentation and questionnaire method, analyzed through multiple regression analysis that was mediated by using SPSS 16.0 program for windows. The result of this study showed that (1) product quality bring significant effect upon the customer satisfaction M2 products Fashion Online, it showed by the value of tcount = 6,068 >ttable = 1,984 or p-value = 0,000<α = 0,05, (2) price bring significant effect upon the customer satisfaction M2 products Fashion Online, it showed by the value of tcount= 8,093>ttable 1,984 or p-value = 0,000<α = 0,05, (3) product quality and price bring significant effect upon the customer customer satisfaction M2 products Fashion Online, it showed by the value of Fcount = 76,819>Ftable= 2,698 or p-value 0,000<α=0,05. The result of coefficient determination analysis obtained value of 0,605 or 60,5%.
keyword : customer satisfaction, price, product quality