The Effect of Product Quality and Price on Consumer Satisfaction Buy Cloth Songket Malay on Tenun Wan Fitri Pekanbaru

Abstract

This study aims to determine the effect of product quality and price on consumer satisfaction in purchasing Malay songket cloth on woven wan fitri Pekanbaru. This type of research uses a quantitative method approach. The population in this study were all the people of Pekanbaru City who had purchased wan fitri weaving. Sample in this research total 100 respondents used the sampling technique (accidental sampling). The collection is done by distributing questionnaires. Data analysis techniques used validity test, reliability test, normality test, multicollinearity test, multiple linear regression analysis test, coefficient of determination test, t test, f test. The results of this study indicate that product quality has a positive and significant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction. The results of the f test show that product quality and price simultaneously influence consumer satisfaction. The results of the coefficient of determination show the value R Square obtained by 0.625, which means that the product quality and price variables can affect consumer satisfaction. Influenced by other variables not examined by this study. (example: promotion, product innovation, service quality).