The Influence of Product Quality and Price on Consumer Satisfaction: A Study on the Buttonscarves Brand in Medan in 2024

Abstrak

Indonesia, as the country with the largest Muslim population, holds significant potential in the hijab fashion industry, including for premium local brands such as Buttonscarves. Ideally, premium products offer superior quality at a fair price to ensure consumer satisfaction. However, in reality, differences in consumer perceptions regarding product value are still evident. This study aims to analyze the influence of product quality and price on consumer satisfaction with Buttonscarves in Medan in 2024. A quantitative method was employed using a survey technique involving 96 respondents, and data were analyzed using multiple linear regression with SPSS version 27. The results show that both product quality and price have a positive and significant effect on consumer satisfaction, both partially and simultaneously, with an R² value of 68.6%. These findings emphasize the importance of enhancing product quality and pricing strategies in building consumer satisfaction and loyalty in the premium hijab fashion industry.