Increase In Sales Volume Of Cassava Chips Influenced By Product Quality And Consumer Satisfaction

Abstract

This study aims to analyze the sales volume of Mr. Nanan's Cassava Chip MSME based on product quality and customer satisfaction. The research method used is quantitative with data collection techniques through questionnaires that have been tested for validity and reliability. The instruments were distributed to 70 respondents who were users of the chip product. Data analysis was performed using multiple linear regression, correlation coefficient analysis, coefficient of determination analysis, and a series of statistical tests, with the help of SPSS software version 23. The results of this study indicate that product quality and customer satisfaction simultaneously have a positive and significant effect on sales volume. It is recommended to increase product innovation, maintain consistency in taste and raw material quality, and strengthen relationships with consumers through fast, friendly, and responsive service