PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

This research is meant to find out whether price and service quality has any influence to the customer satisfaction at PT. Kerta Gaya Pusaka Cabang Pertokoan Pondok Tjandra. The population is the customers who have ever used the expedition service of PT. Kerta Gaya Pusaka Cabang Pertokoan Pondok Tjandra. The sample collection technique has been done by using accidental sampling and the samples are 100 respondents. The analysis technique has been done by performing multiple linear regressions method. The result of the test shows that price has positive and significant influence to the customer satisfaction; service quality has significant and positive influence to the customer satisfaction. Based on the result of partial coefficient determination, it shows that service quality has the most dominant influence to the customer satisfaction. The result of this research shows that when price which has been given by PT Kerta Gaya Pusaka Cabang Pertokoan Pondok Tjandra Indah is getting more affordable, it will improve the customer satisfaction. Meanwhile, when service quality which has been given by PT Kerta Gaya Pusaka Cabang Pertokoan Pondok Tjandra Indah is getting better, therefore it will improve the customer satisfaction.
Keywords: Price, Service Quality, and Customers’ Satisfaction