Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Pelanggan Mie Gacoan Cabang Kelapa Dua Depok

Abstract

This study aims to analyze the effects of price and product quality on customer satisfaction at Mie Gacoan Kelapa Dua Branch, Depok, both partially and simultaneously. The study employed a quantitative approach with a descriptive method. The population consisted of customers of Mie Gacoan Kelapa Dua Branch, Depok, and a total of 97 respondents were selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results indicate that price has a positive and significant effect on customer satisfaction. Product quality also has a positive and significant effect on customer satisfaction. Simultaneously, price and product quality significantly affect customer satisfaction. The coefficient of determination shows that price and product quality explain 52.2% of the variation in customer satisfaction, while the remaining 47.8% is explained by other factors outside the research model. These findings indicate that appropriate pricing and consistent product quality are important factors in enhancing customer satisfaction at Mie Gacoan Kelapa Dua Branch, Depok. Therefore, the company should maintain competitive pricing and consistently improve product quality to strengthen customer satisfaction.