PENGARUH HARGA, PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN BIBIT KRISAN DI DESA BUMIAJI KOTA BATU

Abstract

Abstract

The purpose of this research is to find out whether the price variable (X1), service variable (X2) and product quality variable (X3) influence chrysanthemum seed consumers in Bumiaji Village, Batu City. This research was conducted in Bumiaji Village, Batu City from October 2022 to February 2023. The sample in this research was determined using the accidental sampling method and a sample of 40 respondents were obtained who were chrysanthemum seed farmers in Bumiaji Village, Batu City. The analytical method used in this research is multiple regression analysis using the T test, F test, chi-square test and coefficient of determination. The research results from the T test value Sig. price (0.00<0.05) and the calculated t value (6.638>2.028) which means it has an effect, the Sig value. service (0.033<0.05) and the service t value (2.214>2.028) which means it has an effect, and the Sig. of product quality (0.00<0.05) with a calculated t value of product quality (5.578>2.028) which means it has an effect. There is a stimulant or joint influence that these three variables, namely price, service and product quality, have on consumer satisfaction with chrysanthemum seeds, indicated by the calculated F value being greater than F table, namely 57.375>3.25 with a significance level of 0.00 which is smaller than 0.05. Meanwhiln.. The coefficient of determination value is 81%, which means the level of consumer satisfaction given to price, service and product quality is 81%. In the CSI analysis, the consumer satisfaction value of chrysanthemum seeds in Bumiaji Village, Batu City is 70.09% and this value is included in the second category, namely satisfaction and research attributes that must be prioritized for improvement based on the IPA analysis, namely X2.6, X2.11, X3.3 , X3.5, X3.8.

Keyword: consumer satisfaction, Multiple regression analysis techniques, CSI, IPA