PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN (Studi Kasus Pada PT. Naga Mas Motor Kecamatan Slogohimo)

Abstract

This study aims to examine the effect of service quality, product quality and price on consumer satisfaction at PT. Naga Mas Motor, Slogohimo District, Wonogiri Regency. This type of research is quantitative research. The population in this study were consumers of PT. Naga Mas Motor in the July-August period. Total population in the study were 105 people. The sample of this study used non-probability sampling with saturated sampling technique, so that the number of research samples was 105 respondents. Data collection techniques using a questionnaire. Variable measurement scale with Likert scale. The data analysis method used multiple linear regression analysis. Classical assumption test with normality test, multicollinearity test and multicollinearity test. The feasibility test of the model uses the F test and the hypothesis test uses the t test. The results of this study indicate that there is no multicollinearity and no heteroscedasticity between independent variables. Service quality and product quality have a positive and significant impact on consumer satisfaction of PT. Naga Mas Motor, Slogohimo District, while the price has a negative and significant effect on consumer satisfaction.
Keywords: consumers’ satisfaction, service quality, product quality, price.