PENGARUH KUALITAS LAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN (STUDI PADA KASUS JASA PENGIRIMAN ANTER AJA SURABAYA)

Abstract

This research aimed to examine and analyze the effect of service quality, price, and brand image on the customers’ satisfaction (A Case Study on Anter Aja shipping service Surabaya). This research was categorized into causal comparative with the quantitative research approach. The research sample used 100 respondents consisted of customers at Anteraja shipping service Surabaya who were over 21 years old and had ever used Anteraja delivery services in Surabaya. The research data used incidental sampling method. Furthermore, the research data collection used questionnaires. Meanwhile, the research data analysis method used multiple linear regression analysis calculated with instrument of SPSS application (Statistical Product and Service Solution). The test instrument was validity test and reliability test. The research result showed that the variables of service quality, price, and brand image had a positive and significant effect on the customers’ satisfaction (A Case Study on Anter Aja shipping service Surabaya).