Pengaruh Harga dan Kualitas Produk Terhadap Kepuasan Konsumen Susu Kambing Etawa (Survei Pada Konsumen Susu Kambing PE CV. Manglayang Agrobisnis)
DOI:
https://doi.org/10.38035/jgia.v1i4.87Keywords:
Harga, Kualitas Produk, Kepuasan PelangganAbstract
Tujuan penelitian ini adalah untuk mengetahui dan menganalisis: (1) Harga; (2) Kualitas produk; (3) Kepuasan konsumen; (4) Pengaruh Harga terhadap Kepuasan Konsumen; (5) Pengaruh kualitas produk terhadap kepuasan konsumen; dan (6) Pengaruh Harga dan Kualitas Produk terhadap Kepuasan Pelanggan Susu Kambing Keturunan Etawa CV. Agrobisnis Manglayang baik secara simultan maupun parsial. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif dan Verifikasi, unit analisis dalam penelitian ini adalah Konsumen Susu Kambing Etawa Keturunan CV. Agrobisnis Manglayang di Kabupaten Bandung dan sekitarnya dengan sampel sebanyak 100 orang. Analisis yang digunakan dalam penelitian ini adalah Path Analysis dengan bantuan program SPSS for Windows 22.0. Berdasarkan hasil penelitian, diperoleh bahwa: (1) Harga di CV. Manglayang Agrobsnis sudah bagus (2) Kualitas produk CV. Manglayang Agrobisnis cukup baik (3) Kepuasan konsumen di CV. Manglayang Agrobisnis cukup baik (4) Harga berpengaruh terhadap Kepuasan Konsumen pada CV. Manglayang Agrobisnis (5) Kualitas produk berpengaruh terhadap kepuasan konsumen di CV. Manglayang Agrobisnis (6) Harga dan kualitas produk secara bersama-sama berpengaruh terhadap kepuasan konsumen pada CV. Agrobisnis Manglayang. Hasil penelitian menunjukkan bahwa harga dan kualitas produk terbukti memberikan kepuasan konsumen susu kambing keturunan etawa CV. Agrobisnis Manglayang baik secara parsial maupun simultan, namun jika dilihat secara parsial ternyata kualitas produk lebih dominan pengaruhnya.
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Regulations:
Minister of Agriculture Regulation No. 64/ MOA/OT.140/5/2014 dated May 2, 2014 on Good Dairy Goat Farming Procedures.
Minister of Agriculture Regulation No. 102/ MOA/OT.140/7/2014 dated July 18, 2014 on Guidelines for Good Goat and Sheep Breeding.
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