PENGARUH HARGA, KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUASAN PEMBELI DI TOKO EVERYNA SOCKS KABUPATEN KARANGANYAR

Abstrak

The purpose of this study is to determine the effect of price, product quality, and service on buyer satisfaction at Everyna Socks Store in Karanganyar Regency, both partially and simultaneously. This study is a quantitative study with a survey method. The sampling technique used is simple random sampling. Data were collected by distributing questionnaires to 100 respondents who are consumers of Everyna Socks Store. The data analysis techniques used are multiple linear regression, t-test, F-test, and coefficient of determination (R2) to test the effect of each independent variable (price, product quality, and service) on the dependent variable (buyer satisfaction). The data in this study were processed using SPSS Version 22 for Windows. Based on the t-test, the results show that the variables Price (X1), Product Quality (X2), and Service (X3) partially and simultaneously have a positive and significant effect on buyer satisfaction (Y). The value of the Price table is 4.623, Product Quality is 3.268, and Service is 3.242. The results of the study indicate that price, product quality, and service, both partially and simultaneously, have a positive and significant impact on customer satisfaction. The results suggest that Everyna Socks needs to continuously improve product quality, set appropriate prices, and provide good service to increase customer satisfaction.