ANALYSIS OF INFLUENCE OF PRODUCT DESIGN AND PRODUCT QUALITY ON CUSTOMER SATISFACTION CASE STUDY AT HAND MADE SHOES UMKM BANG MUS
1NURUL AINI, 2Dr. Iskandar Muda
1,2DEPARTMENT OF ACCOUNTING, FACULTY OF BUSINESS MANAGEMENT, NORTH SUMATERA UNIVERSITYhttps://doi.org/10.47191/jefms/v4-i2-01
ABSTRACT:
This study discusses how product design and product quality affect consumer satisfaction in Bang Mus Hand Made Shoes UMKM. The purpose of this study was to identify the influence of product design and product quality that can affect consumer satisfaction in Bang Mus Hand Made Shoes UMKM. The sampling technique used a questionnaire with a number of questionnaires of 100 respondents who were consumers in Bang Mus Hand Made Shoes UMKM. The independent variables in this study are Product Design (X1) and Product Quality (X2), while the dependent variable in this study is customer satisfaction (Y). The analytical test tool used is SPSS 21 Multiple Linear Regression Analysis Method.
The results showed that product design had a positive and significant effect on customer satisfaction, product quality had a positive and significant effect on customer satisfaction, and product design and product quality together had a positive and significant effect on customer satisfaction.
KEYWORDS:
Product Design, Product Quality, Customer Satisfaction
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