Pengaruh Kualitas Produk dan Kemasan terhadap Kepuasan Konsumen (Studi Pada Sinta Bakery Kabupaten Tebo)

Abstract

The purpose of this study was to determine the effect of product quality (X1) and packaging (X2) on consumer satisfaction (Y) at Sinta Bakery in Tebo Regency. This study used a quantitative associative research method with 96 respondents who were consumers of Sinta Bakery, using total sampling technique. The results of this study show that the partial test of the product quality variable (X1) obtained a t-value of 3.260 > t-table 1.986 and the packaging variable (X2) obtained a t-value of 3.406 > t-table 1.986, so H0 was rejected and Ha was accepted. Based on the ANOVA output, the F-calculated value of 128.826 is greater than the F-table value of 3.09, thus rejecting H0 and accepting Ha. Therefore, it can be concluded that the product quality (X1) and packaging (X2) variables simultaneously have a positive and significant effect on consumer satisfaction (Y) at Sinta Bakery in Tebo Regency. Based on the Model Summary output, the Adjusted R Square value is 0.729 or 72.9%. This value indicates the contribution of product quality and packaging variables to consumer satisfaction, while the remaining 27.1% is influenced by other variables outside this study.