PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA PABRIK TAHU DJAIMIN BERDIKARI KABUPATEN SIMALUNGUN

The formulation of this research problem is how the influence of quality product and price on
customer satisfaction at Pabrik Tahu Djaimin Berdikari Kabupaten Simalungun. The method used in
this paper is literature research and field research. The population is all consumer of Pabrik Tahu
Djaimin Berdikari Kabupaten Simalungun which amounted to 80 people. The data used are qualitative
data and quantitative data, and data collection techniques used are questionnaire method, interview
method and documentation method. Then the technique of data analysis using qualitative descriptive
method and quantitative descriptive method.
The result of this research can be concluded as follows: 1. Customer stated that quality
product, price and customer satisfication is good. 2. The analysis regression is
=1,690+0,265X
1+0,730X
2
, means that quality product and price has good effect to customer
satisfication. 3. Analysis correlation obtained r value = 0,828, means that there is high and positive
correlation between quality product and price with customer satisfication. High low customer
satisfication can be explained by quality product and price amounting to 68,6% while the rest is 31,4%
affected by other factor like promotion, cost, location, facility, and atmosphere. 4. The research
hyphothesis of H
0
is rejected, means that quality product and price simultaneously have positive affect
and significant to customer satisfication at Pabric Tahu Djaimin Berdikari.