ANALISIS PENGARUH KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN DENGAN HARGA SEBAGAI VARIABEL MODERASI

Abstract

The purpose of this study was to analyze the significance of the influence of
product quality, service quality and price to customer satisfaction and to analyze the
effect of product quality and service quality to customer satisfaction with price as a
moderating variable. This research is a survey on consumer Omah Wedangan
Mojosongo Surakarta. Sample of 100 people with accidental sampling technique. Data
collection technique used questionnaire and literature. Data were analyzed used
multiple linear regression and test of absolute difference. The results showed that the
quality of products, service quality and price have a significant effect on customer
satisfaction. Price does not moderate the effect of product quality and service quality to
customer satisfaction. Results of determination coefficient of 0,450 means that the effect
of variable quality products, services and prices of consumer satisfaction is equal to
45,0%, while the remaining 55,0% is influenced by other variables not examined, for
example, is the location of the business and promotion.
Keywords: product quality, servicy quality, price, customer satisfaction