EFFECTS OF PRICE AND QUALITY ON CUSTOMER SATISFACTION(STUDY ON SME PRODUCT RECYCLED HANDBAGS THAT SUPPORTS THE SDGS)

Abstract

Small and Medium Enterprises (SMEs) play a role in development and economic growth such as high employment absorption, contribution to the formation or growth of gross domestic product. There are SMEs that produce and produce handbag products made from recycled output whose sales fluctuate. The purpose of this study was to determine and analyze the effect of price and product quality on customer satisfaction simultaneously and partially. The population and sample are 216 consumers taken by nonprobability sampling technique. The analytical method used in this research is descriptive and verification. The instrument test was carried out with validity and reliability. Research data analysis includes multiple linear regression analysis, multiple correlation analysis, and hypothesis testing.

Keywords: price, product quality, consumer satisfaction