PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN CV BINTANG BERLIAN

Abstract

This research aimed to find out and analyze the effect of service quality, product quality, and price on the customers’ satisfaction at CV. Bintang Berlian. Furthemore, the research type was quantitative. Moreover, the research population used customers at CV. Bintang Berlian in the period August 2021 to March 2022 with the saturated sample method. Therefore, the sample was 102 respondesnts taken from customer data at CV. Bintang Berlian. The research data analysis technique used multiple linier regresision analysis in order to calculate the amount of the coefficient regressions to find out the effect of service quality, product quality and price on customers’ satisfaction. Meaanwhile, the hypothesis test used F test and the partial effect test with t-test. The result indicated that the variable of service quality had a positive and significant effect on the customers’ satisfaction, product had a positive and significant effect on the customers’ satisfaction, and work price had a positive and significant effect on the customers’ satisfaction.