The Impact of Product Quality and Price on Customer Satisfaction with the Mediator of Customer Value

Abstract

The purpose of this study is to test the product quality and price towards customer satisfaction and to test the mediating role of customer value in improving customer satisfaction. This research is the study of perception and causality for the customer of toothpaste as a convenience product. The uniqueness of this research is in the major focus, which is the study of the customer value perception for toothpaste product as a convenience product for the metropolitan community. This research is a quantitative study with positivism paradigm approach survey method. Also, the Structural Equation Modeling is used as a means of inferential statistics. The population of this study is the customer of toothpaste product over the age of 17 and domiciled in Bekasi, Indonesia. This research is also supported with Likert scale questionnaires which are distributed to 110 respondents who visited the mall. On the other hand, a purposive sampling technique is used with the consideration that the selected individuals are in accordance with the criteria of the research. The study found that the functional value of the toothpaste product bought by the customer is not optimal yet to be a major consideration to satisfy the customers, it is precisely the quality of the toothpaste product itself that conforming the production standard in advance.

Keywords: product quality, price, customer value, customer satisfaction,