Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Teh Pucuk Harum Di Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Palembang

ABSTRACT Purpose - The purpose of this research was to analyze the influence of product quality on the satisfaction of consumers of Teh Pucuk Harum in the Faculty of Economics and Business, University of Muhammadiyah Palembang. Design/methodology - This type of research uses an associative type. The number of samples is 85 respondents taken by accidental sampling. The data used in this study are primary data because the data obtained through questionnaires were distributed to consumers of Pucuk Harum Tea. Findings – there is a simultaneous influence between variables in product quality, namely Performance, Durability, Asthetics and Perceived quality on consumer satisfaction of Teh Pucuk Harum at the Faculty of Economics and Business, University of Muhammadiyah Palembang. Partially Durability variable has the most influence on Consumer Satisfaction. This can be proven by the results of the tcount of Durability variables greater than the performance, asthetics, and perceived quality variables which are 3.746. The results of the determination test show that the variable ability in product quality, namely performance, durability, asthetics and perceived quality illustrates the relationship to the variable satisfaction of fragrant tea at the Faculty of Economics and Business, University of Muhammadiyah Palembang, which is 0.430 (43%) while the rest is influenced by other factors outside of this research