PENGARUH KUALITAS PELAYANAN, LOKASI DAN HARGA TERHADAP KEPUASAN KONSUMEN

Abstract

The business growth of travel service has been running rapidly and competitively, so that it has made the
competition to role the market. Currently travel service is a business which has developed rapidly. Therefore, CV.
Nusantara Abadi Lamongan, maintain the existence of customers satisfaction as the primary objective. This
research is meant to find out the influence of service quality, place and price to the customer satisfaction in using
travel service at CV. Nusantara Abadi Lamongan. The population of this research is all customers who have ever
used travel service at CV. Nusantara Abadi Lamongan. The numbers of samples are 100 respondents which have
been selected by using the formula of sample calculation in accordance with Riduwan (2009:66). The sampling
determination has been conducted by using Non Probability Sampling. The analysis technique has been carried
out by using multiple linear regressions analysis. The result of the classic assumption test shows that all
variables have met the feasibility criteria to continue the process of data observation. Based on the result of the t
test, it has been found that the variables of service quality, place, and price give significant and positive influence
to the customers who have ever used travel service at CV. Nusantara Abadi Lamongan.
Keywords: service quality, place, price, customers satisfaction