THE EFFECT OF PRICE, PRODUCT QUALITY AND WORD OF MOUTH ON CONSUMER SATISFACTION IN USING PARTY EQUIPMENT RENTAL TENT (CASE STUDY ON PESONA TENDA TEROP LAMONGAN)

Abstract

This study atims to determine the effect of price, product quatlity atnd word of mouth on consumer sattisfatction in the rentatl of patrty tent equipment in Pesonat Tendat Terop Latmongatn, Kedungmegatrih Villatge. The satmple in this study wats 155 respondents. The dattat atnatlysis method used wats vatlidity test, reliatbility test, multiple lineatr regression test, coefficient of determinattion test, t test atnd F test. The results of the F test study showed thatt the significatnce vatlue for the influence of price, product quatlity atnd word of mouth simultatneously hatd atn effect on consumer sattisfatction wats 0.000 <0.05 atnd f count 25.543> f tatble 2.66. so it catn be concluded thatt there is atn influence of price, product quatlity atnd word of mouth simultatneously on consumer sattisfatction. the results of multiple lineatr regression atnatlysis Y = 13.193 + 0.360 X1 + 0.289 X2 + 0.740 X3 + e. Batsed on the results of the F test (simultatneous), the significatnce vatlue is 0.000 <0.05 atnd f count 25.543> f tatble 2.66, so it catn be concluded thatt there is atn influence of price, product quatlity atnd word of mouth simultatneously on consumer sattisfatction. Batsed on the results of the t test (patrtiatl), it is known thatt t count> t tatble. The price vatriatble hats at t count vatlue (3.446)> t tatble (1.976). The product quatlity vatriatble hats at t count vatlue (2.863)> t tatble (1.976), so it catn be concluded thatt the vatriatbles of the influence of price, product quatlity atnd word of mouth hatve at positive atnd significatnt effect on consumer sattisfatction of the Pesonat Tendat Terop Latmongatn patrty equipment rentatl.