Analisis Pengaruh Harga Dan Kualitas Produk Terhadap Kepuasan Pengguna Sepeda Motor Merek Honda

This study aims to examine and analyze the effect of price and product quality on customer satisfaction among users of Honda motorcycles in Bengkalis Regency. The phenomenon explored in this research is how consumer perceptions of price and product quality offered by Honda influence their satisfaction as users. This research adopts a quantitative approach, with data collected through questionnaires distributed to 100 respondents selected using purposive sampling specifically, individuals who are users of Honda motorcycles. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results of the study indicate that both price and product quality variables have a significant and positive influence on customer satisfaction, both partially and simultaneously. The coefficient of determination (Adjusted R Square) is 21.7%, meaning that price and product quality collectively explain 21.7% of the variation in customer satisfaction, while the remaining 78.3% is explained by other factors outside the scope of this study.