ANALISIS PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA PRODUK KESEHATAN DI KOTA DAN KAB. SUKABUMI

One of the things that is very important for humans is health, because without adequate and good health human daily activities become difficult and hampered. Busyness and routines that must be lived give special attention to health. Health is considered important because health is a factor that supports, and supports human routines, activities and activities. One very important component of health besides medicines is the availability of health products as part of public health services. This is because health products can be used to help save lives, restore or maintain health. The purpose of this study was to analyze the effect of price and product quality on health products in Sukabumi. Non-Probability Sampling was used for sampling as many as 130 respondents. Data analysis using SPSS 25 with validity, reliability, classic assumption test, multiple linear analysis, t test, f test and Coefficient of Determination. The results of the analysis show that product prices have a significant effect on consumer satisfaction. Likewise product quality also has a significant influence on consumer satisfaction. It is important for companies to pay attention to these factors in developing their marketing strategy. By understanding consumer preferences and expectations regarding price and product quality, companies can increase consumer satisfaction and maintain their competitiveness in a competitive market.

Keywords: Price, product quality, consumer satisfaction