ANALISIS PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN

Abstract

This research aims to determine and analyze the effect of service quality, price perception, and promotion on customers’ satisfaction with car rental services at CV. KSN Rent Car. The research applies quantitatively with a causal-comparative (cause-effect relationship) approach. Furthermore, the population was customers of car rental services at CV. KSN Rent Car which had unknown numbers. The data collection technique used purposive sampling with Lemeshow. In line with that, 96 samples were taken. Moreover, the instrument in the data collection technique was a questionnaire with a Likert scale. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26 version. The result shows that the service quality had a positive and significant effect on the customers’ satisfaction with car rental services at CV. KSN Rent Car. Likewise, price perception has a positive and significant effect on the customers’ satisfaction with car rental services at CV. KSN Rent Car. Similarly, promotion has a positive and significant effect on the customers’ satisfaction with car rental services at CV. KSN Rent Car.