PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN HARGA TERHADAP KEPUASAN PELANGGAN

Abstract

This research aimed to find out and analyze the effect of service quailty, brand image and price on customers’ satisfaction of Tria Honda Motor Service, Surabaya. The reserach was quantitative. While, the population was all consumers who used the service and facilities of Tria Honda Motor Service. In line with, there were 100 respondents as sample. Moreover, the data collection technique used accidental sampling with questionnarie as the instrument. Meanwhile, the questionnaries were distributed to respondents who consumers of Tria Honda Motor Sercive. The data analysis technique used descriptive analysis, data instrument, which used validity and reliability test, multiple linier regression, classical assumption test with SPSS (Statistical and Service Solution). In addition, the research result concluded service quality had positive and significant effect on customers’ satisfaction of Tria Honda Motor Service, Surabaya. Likewise, brand image had positive and significant effect on customers’ satisfaction of Tria Honda Motor Service, Surabaya. similarly, price had positive and significant effect on customers’ satisfaction of Tria Honda Motor Service, Surabaya.
Keywords: service quality, brand image, price, consumers’ satisfaction.