PENGARUH DIFERENSIASI PRODUK DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA PRODUK FASHION THENBLANK DI KOTA BATAM

Abstrak

In almost every business sector, competition is getting tougher. This is commonplace in the fashion sector, especially in the Thenblank ready-to-wear industry in Batam. This study attempts to ascertain the simultaneous or partial impact of product differentiation and product quality on customer satisfaction. The research method uses multiple linear regression analysis with research data collection methods through questionnaires. Using the Slovin formula to determine sampling, a sample of 100 respondents was selected from 28,180 residents of Sagulung Kotan District. The findings show that product differentiation and product quality simultaneously have a large impact on customer satisfaction, and that the two variables also have a strong or significant positive impact on customer satisfaction when tested partially. Companies must continue to focus on aspects of quality and product differentiation. Product differentiation and product quality have a beneficial impact and contribute significantly to Thenblank's customer satisfaction, which increases from both aspects.