PENGARUH STRATEGI PENETAPAN HARGA DAN KUALITAS PRODUK  TERHADAP KEPUASAN KONSUMEN UMKM MORANG MORENG SNACK DI KECAMATAN TAMAN

Innayah Mella Alfatiha; Siti Samsiyah

doi:10.36456/jsbr.v5i1.8805

Authors

Innayah Mella Alfatiha UNIVERSITAS PGRI ADI BUANA SURABAYA
Siti Samsiyah UNIVERSITAS PGRI ADI BUANA SURABAYA

DOI:

https://doi.org/10.36456/jsbr.v5i1.8805

Keywords:

trategi penetapan harga, kualitas produk, kepuasan konsumen

Abstract

Pengaruh strategi penetapan harga dan kualitas produk terhadap kepuasan konsumen pada produk
UMKM Morang Moreng Snack di Taman ialah tujuan dibuatnya penelitian. Sampel yang diambil sebanyak 104
responden dengan teknik non probality sampling metode purposive sampling dengan kriteria tertentu. Data di
kumpulkan melalui kuesioner yang setelahnya dianalisis mengenakan pengujian regresi linier berganda
dengan bantuan program SPSS Version 20.0.
Menghasilkan uji secara parsial variabel startegi penetapan harga (X1) memiliki pengaruh signifikan
sebesar 2,311 dengan nilai sig 0,023, kualitas produk (X2) sebesar 12,198 nilai sig 0,000. Sedangkan ujif
simultan nilainya 75,553 dengan nilai sig 0,000.

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