Pengaruh Harga dan Kualitas Produk Terhadap Kepuasan Konsumen pada Produk PT Arnott’s Indonesia
DOI:
https://doi.org/10.38035/jmpd.v2i2.173Keywords:
Kepuasan konsumen, Harga, Kualitas produkAbstract
Pada zaman sekarang, para generasi Z dan snack atau makanan ringan sangat sulit untuk dipisahkan. Pada waktu senggang yang mereka habiskan seperti menonton film, membaca novel, dan mengerjakan tugas, snack atau makanan ringan merupakan teman yang hampir selalu menemani mereka. Generasi Z merupakan salah satu target utama PT Arnott's Indonesia untuk memasarkan produknya lebih luas lagi. Tujuan dilakukannya penelitian ini yaitu untuk menganalisis pengaruh harga dan kualitas produk terhadap kepuasan konsumen pada produk PT Arnott’s Indonesia. Kuantitatif merupakan metode yang digunakan pada penelitian ini. Seluruh konsumen PT Arnott’s Indonesia merupakan populasi pada penelitian ini. 100 responden merupakan jumlah sampel yang digunakan pada penelitian ini, yang berkriteria pernah mengonsumsi produk PT Arnott’s Indonesia (Good Time atau Nyam Nyam) dan memiliki Usia 17-50 tahun. Accidental sampling merupakan teknik pengambilan sampel pada penelitian ini. Setelah data diperoleh dilakukan pengujian data terhadap uji normalitas, uji reabilitas, uji asumsi klasik, uji t, uji f dan koefisien determinasi dengan menggunakan aplikasi SPSS versi 26. Hasil penelitian ini yaitu kepuasan konsumen dapat dipengaruhi secara signifikan oleh harga serta kualitas produk.
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