THE EFFECT OF PRICE AND PRODUCT QUALITY ON CUSTOMER SATISFACTION AT PT. INDOJAYA PASIFIK MINING INDUSTRY

Abstrak

This study aims to analyze the effect of price and product quality on customer satisfaction at PT. Indojaya Pasifik Mining Industry. The research employs a quantitative approach with an associative design to examine the relationships among variables. This study also addresses the limited research discussing customer satisfaction in the coal trading sector within a business-to-business (B2B) context.The population consists of 30 repeat customers, and a total sampling technique is applied, where all members of the population are included as research samples. Data were collected through structured questionnaires using a Likert scale and supported by company internal data. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that price does not have a significant effect on customer satisfaction, suggesting that pricing is not the main consideration for customers. In contrast, product quality demonstrates a positive and significant influence, indicating that consistent coal quality meeting export standards increases customer trust and satisfaction. Furthermore, price and product quality simultaneously have a significant effect on customer satisfaction. The findings imply that maintaining consistent product quality is more important than competing solely on price in order to sustain customer satisfaction and improve competitiveness in the global coal market.