Pengaruh Kualitas Produk dan Harga Terhadap Kepuasan Konsumen Lipstik Maybelline di Kota Singaraja

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan harga terhadap kepuasan konsumen lipstik Maybelline di Kota Singaraja baik secara parsial maupun simultan. Desain penelitian menggunakan desain penelitian kuantitatif kausal. Subjek penelitian ini adalah konsumen lipstik Maybelline di Kota Singaraja dan objeknya adalah kualitas produk, harga, dan kepuasan konsumen. Sampel penelitian ini berjumlah 90 orang. Data dikumpulkan dengan kuesioner dan kemudian dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa: (1) kualitas produk dan harga berpengaruh signifikan terhadap kepuasan konsumen, (2) kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen, dan (3) harga berpengaruh positif dan signifikan terhadap kepuasan konsumen lipstik Maybelline di Kota Singaraja.
Kata Kunci : harga, kepuasan konsumen, kualitas produk.

This research aimed to determine the effect of product quality and price on the customer satisfaction of Maybelline lipstick in Singaraja City both partially and simultaneously. The research design used a quantitative causal research design. The subjects of this research were customers of Maybelline lipstick in Singaraja City and object of this research were product quality, price, and customer satisfaction. The sample of research amounted 90 people. The data were collected by questionnaire and then analyzed by multiple linear regression analysis. The results of this research showed: (1) product quality and price had a significant effect on customer satisfaction, (2) product quality had a positive and significant effect on customer satisfaction, and (3) price had a positive and significant effect on customer satisfaction of Maybelline lipstick in Singaraja City.
keyword : customer satisfaction, price, product quality.