PENGARUH KUALITAS LAYANAN, HARGA DAN STORE ATMOSPHERE TERHADAP KEPUASAN PELANGGAN

Abstract

This research finds out the effect of service quality on the customers satisfaction, price on the customers satisfaction and store atmosphere on customers satisfaction at Excelso Panglima Sudirman Surabaya. This research used casual comparatives. Furthermore, the population of this research used customers who have ever visited Excelso Panglima Sudirman Surabaya. Moreover over the data source used primary data. Meanwhile, the sample collection technique of this research used an accidental sampling technique. At the same time, the data collected through a distributed questionnaire with 100 respondents. Additionally, this research analysis technique used multiple linear regression analysis technique with the instrument of SPSS (Statistical Product and Sercvice Solution) 23.0 version. This research showed that service quality had a positive and significant effect on the customers satisfaction at Excelso Panglima Sudirman Surabaya. Moreover, the price had a positive and significant effect on the customers satisfaction at Excelso Panglima Sudirman Surabaya. Additionally, the store atmosphere positively and significantly affected the customers satisfaction at Excelso Panglima Sudirman Surabaya.
Keywords: Service quality, price, atmosphere, customer’s satisfaction