PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN (STUDI KASUS PADA RENTAL MOBIL MITRA TRANSPORT)

Abstract

The business competition in the transportation field is getting tighter. It makes the service quality, price, and brand image the level of excellence that customers expect. The service quality, price and brand image and taste that feel is by the customers’ expectation it causes the customers satisfaction. This research was aimed to examine the effect of service quality, price, and brand image on the customers’ satisfaction with Mitra transport. This research was comparative causal with the quantitative approach. Furthermore, the research sample was 100 respondents consisting of the customers of Mitra transport located in the city of Surabaya who had used the service of Mitra transport and the data was taken from incidental sampling method. On the other hand, the data collection of this research used a questionnaire. Meanwhile, the data analysis used multiple linear regressions analysis with calculation of SPSS (Statistical Product and Service Solution) application. The research result showed that the variable of service quality had a positive and significant effect on customer satisfaction, the price had a positive and significant effect on the customers’ satisfaction. Also, brand image had a positive and significant effect on the customers’ satisfaction (study at Mitra transport in Surabaya).
Keywords: Service quality, price, brand image and customers’ satisfaction.