The Effect of Product Quality and Price on Customer Satisfaction: A Study of Sunplafon PVC Ceiling Products

Abstract

This study examines the effect of product quality and price on customer satisfaction with Sunplafon PVC ceiling products at PT Sarana Cahaya Makmur Metro, a local manufacturer that has experienced declining production and market competitiveness. A quantitative survey method was used, with data collected through observation, documentation, and a questionnaire, and analysed using multiple linear regression in SPSS. The results show that product quality has a positive but statistically non-significant partial effect on customer satisfaction, whereas price has a positive and significant partial effect; jointly, the two variables have a significant effect on customer satisfaction, with price as the dominant determinant. The average respondent rating of 3.03 indicates a moderate, not yet optimal, level of satisfaction, suggesting that the benefits received do not fully match the price paid. These findings indicate that, in this market, price competitiveness and the correspondence between price and quality are the principal drivers of satisfaction, while product quality plays a supporting role. The study contributes to satisfaction research in the building-materials sector and recommends that the firm strengthen quality control and align pricing with delivered value. The classical assumption tests were not fully satisfied, so the inferential results should be interpreted with caution.