PENGARUH KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUASAN KONSUMEN

Abstract

This study aims to determine the effect of service quality variables measured by (physical evidence, reliability, responsiveness, assurance, empathy), price, and location on customer satisfaction. This research was conducted at the Nginden Atmosphere Spa Surabaya who has been doing body treatments at the Nginden Atmosphere Spa Surabaya. The data collection method in this study was a questionnaire filled out by respondents, namely customers of Atmosphere Spa Nginden Surabaya. The sampling technique in this study was non-probability sampling with the method of determining the purposive sampling with a total sample of 80 respondents. The data analysis technique used in this study is multiple linear regression analysis. Hypothesis test results show that variable 1) physical evidence has significant and significant effect on customer satisfaction. 2) reliability influences and is significant for customer satisfaction. 3) responsiveness is influential and significant to customer satisfaction. 4) guarantee has significant and significant effect on customer satisfaction. 5) empathy is influential and significant to customer satisfaction. 6) price influential and significant on customer satisfaction 7) location influential and significant on customer satisfaction.
Keywords: service quality, price, location, customer satisfaction