PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN TOSERBA MWC TURI

Abstract

The retail sector in Indonesia has experienced rapid growth alongside economic development, changes in consumer lifestyles, and advancements in information technology. The shift in consumption patterns from traditional to modern retail has intensified business competition, extending beyond urban areas to sub-districts and rural regions. In this context, minimarkets play a strategic role as providers of daily necessities. This study aims to analyze the influence of product quality and price on customer satisfaction at Toserba MWC Turi. The research employs a quantitative method with a descriptive approach. Data analysis techniques include validity and reliability tests, classical assumption tests, hypothesis testing (t-test and F-test), and the coefficient of determination (Adjusted R Square) using multiple linear regression analysis. The sample consists of 93 respondents, and data were collected through questionnaires. The results indicate that product quality (X1) and price (X2) have a positive and significant effect on customer satisfaction (Y), both partially and simultaneously. The price variable has a more dominant influence, contributing 51.2%, compared to product quality at 43.8%. The Adjusted R Square value of 55.6% shows that these variables explain customer satisfaction, while the remaining 44.4% is influenced by other factors not examined in this study.