Pengaruh Kualitas Produk dan Harga terhadap Kepuasan Konsumen di Salon El Beauty Situbondo

The concept of company success in marketing to increase sales, where the company must pay attention to service aspects, namely product quality and price satisfaction, quality products certainly also affect consumers, as well as prices. The purpose of the study is to determine the effect of product quality on consumer satisfaction. To determine the effect of price on consumer satisfaction. To determine the effect of product quality and price on consumer satisfaction. Data collection techniques in this study are distributing questionnaires and interview techniques. The data analysis method uses multiple linear regression. The results of the study show that the product quality variable has a partial and significant effect on consumer satisfaction, with a calculated t value of 2.344>1.9858. Because the calculated t value <t table then H0 is accepted and Ha is rejected which means product quality has a significant effect on consumer satisfaction. The price variable has a partial and significant effect on consumer satisfaction, with a calculated t value of 4.449>1.9858. Because the calculated t value <t table then H0 is accepted and Ha is rejected. which means price has a significant effect on consumer satisfaction. Product quality and price variables simultaneously and significantly influence customer satisfaction, with an F-value of 17.494 > 3.093. This indicates that product quality and price simultaneously influence customer satisfaction. El Beauty Salon is expected to maintain product quality and prices and improve product quality even further.