PENGARUH KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN BERAS ROPANG PT. LANTING ATE

he purpose of this research is to determine and analyze product quality, price and WoM on consumer satisfaction of Ropang Rice at PT. Lanting Ate, both partially and simultaneously, as well as to find out and analyze the most dominant influence between product quality, price and word of mouth on consumer satisfaction for Ropang Rice at PT. Lanting Ate. This research method uses associative quantitative using a questionnaire as a research instrument which was distributed to 102 respondents directly to Ropang rice retailers in 5 sub-districts including Brang Biji, Lape, Lopok, Unter Uwes and Labuan Sumbawa sub-districts. Data analysis uses descriptive analysis and multiple linear regression. The research results show 1) Product quality, price and WOM have a role in consumer satisfaction as indicated by an R2 value of 0.574, meaning that product quality, price and WOM are able to explain changes in consumer satisfaction of 57.4%; 2) Product quality is in the high quality category and the results of the hypothesis test have a calculated t value of 3.466 with a significance of 0.001, indicating that product quality has a significant positive effect on consumer satisfaction for Ropang rice, meaning that good product quality will be able to have a significant impact on consumer satisfaction; 3) The price of Ropang rice is in the category of having good suitability and the results of the hypothesis test have a calculated t value of -3.428 with a significance of 0.002, which means that price has no positive effect on consumer satisfaction; 4) WOM has a high category with the results of the hypothesis test having a t value of 6.296 with a significance of 0.000, meaning that WOM has a significant positive effect on consumer satisfaction; 5) The most dominant variable in consumer satisfaction is WOM which has the highest regression coefficient compared to product quality and price, namely 1.333.