The THE INFLUENCE OF PRICE AND QUALITY OF PRODUCTS ON CUSTOMER SATISFACTION IN PT. RAMAYANA LESTARI SENTOSA
Main Article Content
Abstract
Tight competition where more and more producers are involved in meeting customer needs and desires, companies need to increase customer satisfaction by providing relatively cheap prices and providing quality products. The formulation of the problem in this study is whether the price and quality of products in a simultaneous manner affect customer satisfaction at PT. Ramayana Lestari Sentosa. This Research Hypothesis is the price and product quality Simultaneously affect customer satisfaction at PT. Ramayana Lestari Sentosa. Data collection techniques were carried out by distributing questionnaires and documentation techniques and data analysis methods using multiple linear regression analysis. The population in this study were all customers at PT. Ramayana Lestari Sentosa who bought 184 products. The sampling used in this study using Slovin formula, so the number of samples of this study were 65 people. The results of the multiple linear regression equation research in this study are Y = 1,503 + 0,568 X1 + 0,510X2.. The results showed that the price variable (X1) and product quality (X2) were positive for customer satisfaction (Y). This shows the price and quality of products can have an effect on increasing customer satisfaction. Partially shows that Price has a positive and significant effect on customer satisfaction. Partial test results show that product quality has a positive and significant effect on customer satisfaction. Simultaneous test results show that product prices and quality have a positive and significant effect on customer satisfaction at PT. Ramayana Lestari Sentosa and the coefficient of determination is 84.7% and the remaining 15.3% is explained by independent variables that are not examined. It is expected that PT. Ramayana Lestari Sentosa must further improve the performance of the company by striving that the price offered must be in accordance with market demand and the quality of the product and always provide the best products to customers by offering quality products to customers.
Keywords: price, product quality and customer satisfaction
Article Details
References
Boulter, 2009. The Art of HRD : Manusia &
Kompetensi. Percetakan Gramedia.
Jakarta.
Abdullah, Thamrin dan Francis Tantri,
Manajemen Pemasaran,
Cetakan. Pertaman, Jakarta: Raja
Grafindo Persada.
Ghozali, Imam, 2013. Aplikasi Analisis
Multivariate dengan Program
SPSS. Cetakan Keempat.
Semarang: Badan Penerbit
Universitas Diponegoro.
Hasan, 2013. Marketing dan Kasus-Kasus
Pilihan. Yogyakarta. CAPS.
(Center For Academic Publishing
Service).
Kotler, dan Armstrong. 2008. Prinsip –
Prinsip Pemasaran. Edisi 12, Jilid
Erlangga. Jakarta.
Kotler, dan Amstrong, 2009. Manajemen
Pemasaran, Edisi Milenium
diterjemahkan Benyamin Molan.
Prenhallindo. Jakarta.
Kotler, Philip dan Kevin Lane Keller,
Manajemen Pemasaran. JilidSatu, Edisi Keduabelas. Cetakan
Ketiga. Penerbit Indeks.
Kosasih, 2011. Optimalisasi Media
Pembelajaran. Jakarta : Grasindo.
Laksana, 2008. Manajemen Pemasaran.
Yogyakarta: Penerbit Graha Ilmu.
Nitisusastro, 2013. Perilaku Konsumen
dalam perspektif kewirausahaan.
Alfabeta: Bandung.
Rangkuti, Freddy, 2009. Mengukur
Efektivitas Program Promosi dan
Analisis Kasus Menggunakan SPSS.
Grafika Mardi Yuana. Bogor.
Sangadji, Mamang dan Sopiah dan,
Metodologi Penelitian,
Penerbit Andi,. Yogyakarta
Sugiyono, 2012, Metode Penelitian
Bisnis. Cetakan Keenambelas,
Bandung: Penerbit Alfabeta.
Sunyoto, Danang, 2013. Perilaku
Konsumen, CAPS (Center of
Academy Publishing Service).
Yogyakarta.
Tjiptono, 2015, Strategi Pemasaran,
ANDI, Yogyakarta.