The Influence of Product Quality and Price on Buyer Satisfaction at the Fish Auction Place (TPI) in Labuan Village, Tojo Una-Una District

This Study aims to determine the effect of product quality and price on buyer satisfaction at the Fish Auction Place (TPI) in Labuan Village Tojo Una-Una regency using quantitative research methods. Research data were obtained from questionnaires distributed to 200 respondents who had purchased fish at the Fish Auction Place (TPI) in Labuan Village Tojo Una-Una regency as research samples, with the Accidental Sampling data collection method. The analysis technique used is multiple linier regression analysis to conduct the F test, T test with the help of the IBM SPSS 25 application. The results of this study indicate that product quality and price simultaneously have a significant effect on buyer satisfaction. Partially, product quality and price each have an effect on fish buyer satisfaction at the Fish Auction Place (TPI) in Labuan Village Tojo Una-Una Regency. The results of calculations using the SPPS program can be seen that the coefficient of gdetermination obtained is 0,831. This means that 83,1% of buyer satisfaction is influenced by product quality and price variables, while the remaining 16,9% of buyer satisfaction is influenced by variables not examined in this study.