PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA UMKM BATIK SENDANG DI KABUPATEN LAMONGAN

This study aims to determine the effect of price and product quality on customer satisfaction at Batik Sendang SMEs in Lamongan Regency. This research is a quantitative study with an unknown population and determines the number of samples based on the formula for an unknown population and takes 100 respondents for the study, namely customers of UMKM Batik Sendang. This study uses a Likert scale for measuring data from respondents' answers and data collection techniques to be analyzed using a questionnaire with google form media and directly come to the location. The instrument test in this study has validity and reliability tests, and for data analysis techniques using classical assumption tests, multiple linear regression analysis and hypothesis testing