Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Konsumen Bolu Kering Minirusk

Moch Taufik Wahyu H; Mochammad Gery Ihllazul Amal; Muhammad Iqbal Putra Ramadhan; Arya Duta Genta Putra Prakasa; Syahrul Wahyu Firmansyah; Yourini Erawati

doi:10.31004/riggs.v5i2.4874

Authors

Moch Taufik Wahyu H STIE Mahardika Surabaya
Mochammad Gery Ihllazul Amal STIE Mahardika Surabaya
Muhammad Iqbal Putra Ramadhan STIE Mahardika Surabaya
Arya Duta Genta Putra Prakasa STIE Mahardika Surabaya
Syahrul Wahyu Firmansyah STIE Mahardika Surabaya
Yourini Erawati STIE Mahardika Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i2.4874

Keywords:

Price, Product Quality, Customer Satisfaction

Abstract

This study aims to analyze the effects of price and product quality on consumer satisfaction with Mini Rusk dry sponge cakes. A quantitative survey approach was applied to 31 consumers who participated as respondents. Primary data were collected using a Likert-scale questionnaire covering price, product quality, and customer satisfaction indicators. The analysis involved descriptive statistics, validity and reliability testing, classical assumption tests, Pearson correlation, multiple linear regression, t-tests, an F-test, and the coefficient of determination. The research instrument was reliable, with a Cronbach’s Alpha value of 0.766, while the regression residuals were normally distributed and showed no symptoms of heteroscedasticity or multicollinearity. The regression results indicate that price has a positive and significant effect on customer satisfaction, with a coefficient of 0.449 and a significance value of 0.009. Product quality also has a positive and significant effect, with a coefficient of 0.512 and a significance value of 0.004, and is the more dominant variable based on a standardized beta value of 0.453. Simultaneously, price and product quality have a significant effect, with an F value of 17.224 and a significance value of 0.000. The R Square value of 0.552 shows that both variables explain 55.2% of the variation in customer satisfaction, while 44.8% is influenced by other factors outside the model. These findings confirm that reasonable pricing should be accompanied by consistent taste, texture, ingredients, and packaging to maintain Mini Rusk consumer satisfaction.

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