PENGARUH DIFERENSIASI PRODUK TERHADAP KEPUASAN KONSUMEN PADA OLOAN BOUTIQUE PADANGSIDIMPUAN.

Abstract

This study aims to determine how the effect of product differentiation on consumersatisfaction at OLOAN BOUTIQUE PADANGSIDIMPUAN. This type of research isquantitative research. The data used in this study are primary and secondary data. Thesample of this research is consumers who shop at OLOAN BOUTIQUEPADANGSIDIMPUAN, totaling 15 people. Data collection techniques used are interviewsand questionnaires or questionnaires.Product differentiation is the difference between one product and another. Consumersatisfaction is the level of a person's feelings after comparing the performance (results) hefeels compared to his expectations.Based on the title above, data processing in this study uses the Simple Linear RegressionAnalysis method, and then hypothesis testing is carried out using t-test and Coefficient ofDetermination testing. To test the hypothesis using a t-test with a value of = 0.440. So, fromthe results of the study obtained the value of tcount = 4.605 and ttable = 2.14479 so thattcount > ttable. Thus, Ho is accepted. Based on the results of the study, it can be concludedthat there is an effect of product differentiation on consumer satisfaction at OLOANBOUTIQUE PADANGSIDIMPUAN. Product Differentiation variable can affect theConsumer Satisfaction variable as much as 41.8%, while the remaining 58.2% is explainedby other variables not examined by this study.Keywords: Product Differentiation and Consumer Satisfaction