PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING

Abstract

This research aims to analyze the effect of service quality and price on the customers’ satisfaction with trust as the intervening variable at JNE Surabaya. Service quality and price are important factors that affect customers’ satisfaction. Meanwhile, trust plays as the intervening variable which strengthens both relations. The research applies quantitatively. The population consists of customers of JNE Surabaya, Darmo branch. Furthermore, the data collection technique used non-probability sampling. In line with that, 170 respondents were taken as samples with Hair criteria. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents. Additionally, the data analysis technique used Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS4.0 application to examine the correlation among variables. The result shows that service quality has a positive and significant effect on trust. Likewise, price has a positive and significant effect on the trust. Additionally, customers’ trust had a positive and significant effect on customers’ satisfaction. Both the service quality and price have a positive and significant effect on the customers’ satisfaction. In addition, trust is proven as the intervening variable that has strengthened the relation between service quality and price on customers’ satisfaction.