PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA ON MARKET GO+ SURABAYA

Abstract

This research aimed to find out the influence of price, product quality, and serice quality to consumer satisfaction On Market Go+ Surabaya. Population in this research was the consumers who had bought product in On Market Go+ it’s unlimited. The sampling technique used multiple regression analysis.Classic assumption test result was done through normality, multicollinearity, and heteroscedasticity. The result stated that all variables were not violate predetermined terms. While the result of the moldel feasibility test were carried out through the F test, and the coefficient or determination, the regression model were suitable to use in this research. Then, the hypothesis test result showed that pricehad significant and positive influence on customer satisfaction On Market GO+ in Surabaya, product qualityhad significant and positive influence on customer satisfaction On Market GO+ in Surabaya, and service quality had significant and positive influence on customer satisfaction On Market GO+ in Surabaya.

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