PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN

Abstract

This research is aimed to find out the influence of service quality, price and firm image to the customer
satisfaction at CV. Tirtawangi Jaya Perkasa. The independent variables are service quality, price and firm image
and the dependent variable is customer satisfaction. The population of this research is all customers who have
ever conducted vehicle maintenance and the number of the population is unknown, and the sample collection
technique has been carried out by using purposive sampling technique, the sample has been conducted by using
100 respondents, the observation period has been conducted in 2016. The data has been carried out by using
primary data and by issuing questionnaires. The analysis technique has been carried out by using multiple
linear regressions analysis. The result of the t test shows that service quality, price and firm image have positive
and significant influence to the customer satisfaction whereas the model feasibility test shows that the model is
feasible to be used for further test, and the price is the variable which has dominant influence to the customer
satisfaction.
Keywords: service quality, price, brand image, customer satisfaction