ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN PADA PT ARINA PARAMA JAYA

Abstract

Tight competition requires all business practitioners to be able to maximize the performance of their companies in order to be able to compete in the market. A company should try hard to learn and to comprehend the needs and the desires of their customers. The primary key of a company to win the competition can be carried out by giving value and satisfaction to the customers through the presentation of qualified products and sevices and competitive price. The purpose of this research is to test the influence of product quality, service quality, price, and place to the customer satisfaction on PT Arina Parama Jaya Gresik. This research is a quantitative research which has been done by using descriptive statistics method and the sample collection technique has been carried out by using purposive sampling. The data is the primary data and 100 people have been selected as samples. Meanwhile, the multiple linear regression has been applied as the analysis technique. Based on the result of model feasible test, it has been found that independent variable, i.e.: product quality, service quality, price, and place have significant influence to the customer satisfaction. Based on the following test which has been done by using t-test, it jas been found that independent variables have positive and significant influence to the customer satisfaction.
Keywords: Product, Service , Price, Place, Satisfaction.