OPTIMIZATION OF CUSTOMER SATISFACTION THROUGH SUPERIOR PRODUCT QUALITY (CASE STUDY PT. MUSTIKA ABADI ALTIC HOUSEWARE MEDAN) OPTIMALISASI KEPUASAN KONSUMEN MELALUI KUALITAS PRODUK UNGGUL (STUDI KASUS PT. MUSTIKA ABADI ALTIC HOUSEWARE MEDAN) Section Articles

Abstract

This study aims to analyze the effect of product quality on customer satisfaction at PT. Mustika Abadi Altic Houseware Medan. The significant decline in sales from 2019 to 2023 indicates a problem with customer satisfaction, which may be influenced by product quality. The methodology employed in this study includes multiple regression analysis with the coefficient of determination (R²) test and t-test (partial). The results of the coefficient of determination test show an R² value of 0.305, indicating that product quality can explain approximately 30.5% of the variation in customer satisfaction. Additionally, the t-test results show a t-value of 4.588 with a significance level of 0.000, indicating that product quality has a positive and significant effect on customer satisfaction. These findings underscore the importance of product quality in enhancing customer satisfaction and suggest that the company should focus on improving product quality to boost performance and customer satisfaction.