PENGARUH KUALITAS PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PONSEL ASUS

Abstract

This research is aimed to find out the influence of product quality, price, and service quality to the customer
satisfaction of ASUS mobile phone at Plasa Marina Surabaya. The population are all consumers of ASUS mobile
phone who use and purchase ASUS at Plaza Marina Surabaya. The sample collection technique has been done
by using purposive sampling and giving boundaries about the respondents who have met the criteria as the
research respondents. 100 respondents have been selected as samples. Data analysis techniques has been done by
using multiple linear regressions method. The result of the research shows that product quality, price, and
service quality have significant and positive influence to the customer satisfaction of ASUS mobile phone at
Plasa Marina Surabaya is 43.3% and the remaining is influenced by other variables which are not included in
the research model. This proves that the presence of product quality, price, and good service quality will result
the enhancement of customer satisfaction. Based on the result of partial determination coefficient, service quality
is the variable which gives dominant influence to the customer satisfaction of ASUS Mobile phone at Plasa
Marina Surabaya.

Keywords: Product quality, price,service quality, and customer satisfaction