PENGARUH HARGA, PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DWI JAYA FURNITURE

Abstract

This research is aimed to find out the influence of price, product, and service quality and the simultaneous
influence of price, product, and service quality to the customer satisfaction at Dwi Jaya Furniture Gresik. This
research is causal comparative research. The population of this research is Dwi Jaya Furniture Gresik with the
numbers of samples are 80 people. The sample collection method has been carried out by using nonprobability
sampling with the data collection technique has been done by issuing questionnaires. The analysis method has
been carried out by using multiple linear regressions analysis with the instrument of SPSS (Statistical Product
and Service Solutions) application. The result of this research shows that price gives significant and positive
influence to the customer satisfaction at Dwi Jaya Furniture Gresik. Product gives significant and positive
influence to the customer satisfaction at Dwi Jaya Furniture Gresik. Service quality does not give significant
and positive influence to the customer satisfaction at Dwi Jaya Furniture Gresik. The simultaneous influence
which consists of price, product, and service quality give significant and positive influence to the customer
satisfaction at Dwi Jaya Furniture Gresik.

Keywords: price, product, service quality and customer satisfaction.