Pengaruh Harga, Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Pelanggan

Abstract

This research aimed to determine the price, product quality, and service quality on the customer’s satisfaction at CV Wujud Unggul. The research aimed namely 1) to determine the effect of price on the customers’ satisfaction at CV Wujud Unggul Surabaya, 2) to find out the product quality to the customers’ on the customers’ satisfaction at CV Wujud Unggul Surabaya, 3) t find the effect of service quality on customer satisfaction at CV. Wujud Unggul Surabaya.This research used a quantitative approach. Meanwhile, this research population used customers who have ever done purchase a product at CV Wujud Unggul with 100 people as samples. Moreover, this research’s sample collection technique used Lemeshow, and the data collection technique used a questionnaire. Additionally, the data analysis technique used multiple liniear regression analysis to apply the SPSS 23 version. Likewise, the t-test result showed that price had a positive and significant effect on customer satisfaction. On the other hand, product qualiy had a positive and significant effect on customer satisfaction. Additionally, service quality had a positive and significant effect on the customers’ satisfaction.
Keywords: price, product quality, service quality, customers’ satisfaction.