Analisis Pengaruh Harga Dan Kualitas Produk Terhadap Kepuasan Pelanggan Pada Umkm Martabak Mandor (Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

The increasingly competitive culinary business landscape requires Micro, Small, and Medium Enterprises (MSME) to understand the factors influencing customer satisfaction in order to maintain consumer loyalty and enhance business competitiveness. This study aims to analyze the impact of price and product quality on customer satisfaction at the Martabak Mandor MSME in Bengkalis District, examining both partial and simultaneous effects. A quantitative research method with an associative approach was employed. Data were collected by distributing questionnaires to 100 respondents who had purchased Martabak Mandor products, utilizing a purposive sampling technique. Data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), correlation analysis, and the coefficient of determination, all performed using SPSS version 22. The results indicate that the price variable does not have a significant effect on customer satisfaction (t-calculated = 1.090 < t-table = 1.984; sig. 0.278 > 0.05), whereas product quality has a positive and significant effect on customer satisfaction (t-calculated = 11.660 > t-table = 1.984; sig. 0.000 < 0.05). Simultaneously, price and product quality have a positive and significant effect on customer satisfaction (F-calculated = 69.755 > F-table = 3.09; sig. 0.000 < 0.05), with a coefficient of determination (R²) of 0.590; this indicates that 59% of the variation in customer satisfaction is explained by price and product quality, while the remaining 41% is influenced by variables outside the research model. Based on these findings, it is concluded that product quality is the most dominant factor in enhancing customer satisfaction at the Martabak Mandor MSME, whereas price is not a primary factor influencing customer satisfaction