PENGARUH KUALITAS PELAYANAN, HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUASAN PELANGGAN ROLAG PRAPANCA SURABAYA

Abstract

The reserach aimed to examine, analysize and explain the effect of service quality, price and store atmosphare on customer satisfaction. While, the independent variables were service quality, price and store atmosphare. Meanwhile, dependent variable was customers satisfaction. The reserach was descriptuve quantitatives. Moreover, the data collection technique used purposive sampling. In which the sample was based on criteria given. In line with there were 100 customers of rolaq prapanca, surabaya. As sample. Futhermore, the instrument in data collection technique used multiple linear anaysize with SPSS (Statistical Product Service Solution). besides, for instrument testing, it used validity and reliability test. The results showed that the variable service quality had a positive and significant effect on customer satisfaction, so it can be said that if the quality of service provided by Rolag Prapanca was improved even more. Price variables have a positive and significant effect on customer satisfaction, thus it can be said that the more affordable or the higher the level of price suitability, the higher the level of customer satisfaction. store atmosphere variables have a positive and significant effect on customer satisfaction.
Keyword : service quality, price, store atmosphere