Pengaruh Harga dan Kualitas Produk Sayuran terhadap Kepuasan Pelanggan di Pasar Tradisional Gempolan Pakel Tulungagung

Meike Putriningtyas; Maria Agatha Sri Widyanti Hastuti

doi:10.55681/economina.v3i7.1427

Authors

Meike Putriningtyas Universitas Bhinneka PGRI Tulungagung
Maria Agatha Sri Widyanti Hastuti Universitas Bhinneka PGRI Tulungagung

DOI:

https://doi.org/10.55681/economina.v3i7.1427

Keywords:

Price, Traditional Markets, Quality of Vegetable Products

Abstract

Traditional markets, often known as people's markets, have their own charm which attracts all people, especially the lower middle class, to visit traditional markets. One example is the traditional market in Gempolan, Pakel, Tulungagung which is currently a meeting point between consumers and traders. The problem that often occurs in the Gempolan, Pakel, Tulungagung traditional market is regarding price competition and the quality of the vegetable products being sold which can cause an increase/decrease in consumer excitement. The aim of this research is to find the impact of price and quality of vegetables on buyer satisfaction at the Gempolan Traditional Market, Pakel, Tulungagung. Data collection was carried out using questionnaires that had been tested for validity and reliability. A total of 110 respondents have been used in the sample. The data used to be analyzed uses the multiple linear regression method after carrying out the classical assumption test, followed by the t test, F test, and coefficient of determination test using the SPSS 20 program for Windows. The research found that price has a positive effect on customer satisfaction in part with a tcount > ttable value of 4.336 > 1.659 and a significance of 0.00 <0.05, while product quality also influences customer satisfaction with a tcount > ttable of 4.028 > 1.659 and a significance of 0, 01<0.05. There is an interaction between price and quality of vegetable products on customer satisfaction at Gempolan Pakel Market. An Fcount value that is greater than Ftable shows high significance, with an influence of 51.4%. Meanwhile, the remaining 48.6% was influenced by other factors outside the research.

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