PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

Nowadays, there are so many cellphone users in this world because cellphones at this time have become an important need and many people also need them. The presence of mobile phone counters that are currently widely available is very competitive and one of them is the Bachtiar Store, so this research is carried out by taking the title of the influence of product quality, price and service quality on customer satisfaction at Bachtiar Store. In writing this research is included in the type of comparative causal research (causal comparative research). The population used is all Bachtiar Store visitors with a sample of 100 respondents. This study uses multiple linear regression analysis, with several tests, including the t test as a significant determination or not and the feasibility test of the model. The results obtained in this study are Product Quality has a positive and significant effect on customer satisfaction at Bachtiar Store Surabaya, Price has a positive and significant effect on customer satisfaction at Bachtiar Store Surabaya. Service quality has a positive and significant effect on customer satisfaction at Bachtiar Store Surabaya.
Keywords: customer satisfaction, product quality, price and service quality