PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA MEREK KHAIREEN

This study aims to analyze the influence of product quality and price on customer satisfaction in the Khaireen brand. This study uses the Expectancy Disconfirmation Theory (EDT) to explain how consumer expectations compared to the actual performance of the product affect the level of perceived satisfaction. Through a quantitative approach with accidental sampling techniques, this study involved 105 respondents who were Khaireen's customers. The results of the study show that product quality has a positive and significant effect on customer satisfaction, as well as price which also has a positive and significant influence on customer satisfaction. Simultaneously, these two variables have been proven to contribute to increased customer satisfaction. This research emphasizes the importance of maintaining product quality and establishing a reasonable price strategy as the main factor in building customer satisfaction.