Detail Cantuman

Penelitian ini bertujuan untuk mengetahui: (I)_pengaruh kualitas prodük terhadap kepuasan pelanggan air minum isi ulang AIRO, (2) pengaruh harga terhadap kepuasan pelanggan air minum isi ulang AIRO, dan (3) pengaruh kualitas prodük dan harga bersama-sama terhadap kepuasan pelanggan air minum isi ulang AIRO. Penelitian ini merupakan jenis penelitian kuantitatif. Populasi pada penelitian ini adalah pelanggan air minum isi ulang AIRO di Nagari Kajai Kec. Talamau Kab. Pasaman Barat. Teknik pengambilan sampel menggunakan metode accidental sampling dengan jumlah sampel sebanyak 100 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data menggunakan regresi berganda. Hasil penelitian ini menunjukkan bahwa: (1) kualitas prodük berpengaruh positif terhadap kepuasan pelanggan, dibuktikan dari nilai t hitung sebesar 3,648; nilai signifikansi dan koefisien regresi sebesar 0,507; (2) harga berpengaruh positif terhadap kepuasan pelanggan, dibuktikan dari nilai t hitung sebesar 6,021; nilai signifikansi 0,000905; dan koefisien regresi sebesar 0,676; (3) kualitas prodük dan harga secara bersamasama berpengaruh positif terhadap kepuasan pelanggan, dibuktikan dengan nilai F hitung sebesar 165,796 dengan signifikansi

Kata kunci: Kualitas Produk, Harga, dan Kepuasan Pelanggan

The objective of this study is to find out: (1) the influence of product quality on Aqua 's customers satisfaction, (2) the influence ofprice on AIRO's customers satisfaction, and (3) the influence ofproduct quality, and price on AIRO 's customer satisfaction at the same time. This study is using survey research model. The population in this research is contomer ofAIRO's water product in Nagari Kajai Kecamatan Talamau. Sampling in this research is using Accidental sampling method with sample in the amount of 100 people. Method of collecting data is using questionnaire that has been testifiedfor its validity and realiability. Method ofdata analysis is using multiple regression. The result ofthis study shows that : (1) product quality has positive impact towards customer satisfaction, it was proved by value t in the amount of 3,648; significant value and regression coefficient in the amount of O, 507,' (2) price has positive impact on customer satisfaction, it was proved by value t in the amount of 6, 021; significant value and regression coefficient in the amount of 0,676; and (3) product quality and price simultaneously have positive impact on customer satisfaction, it was proved by value F in the amount of 165, 796 with significance in the amount ofO, 000<0, 05.

Keywords: product quality, price, and customer satisfaction