DAMPAK PACKAGING DAN PRODUCT QUALITY TERHADAP KEPUASAN KONSUMENPADA PRODUK SAMBAL DAPOER KUNO

Abstract

National chilli production and consumption continue to increase steadily. This then creates business opportunities to be able to produce processed products from chili, one of which is the product of Dapoer Kuno’s sauce.This study aims to analyze the effect of packaging and product quality on customer satisfaction on Dapoer Kuno’s sauce. This research is using quantitative approach. Data collection method is using questionnaire. The population of this study is an Dapoer Kuno consumer who purchases sauce products online. Then the sampling technique is done by purposive sampling, so it is known that the number of research samples is 58 consumers. The analysis technique used in this research is multiple linear regression analysis.The results explain that the packaging has a positive and significant effect on customer satisfaction of Dapoer Kuno’s sauce. Likewise also in product quality, which is known to have a positive and significant effect on customer satisfaction Dapoer Kuno’s sauce.