PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA USAHA PENJAHIT NUSANTARA
Keywords:
Kualitas Pelayanan, Harga, Kepuasan PelangganAbstract
This study aims to analyze the influence of service quality and price on customer satisfaction at the Nusantara Tailoring Business. The independent variables in this study are service quality and price, while the dependent variable is customer satisfaction. This research is expected to provide information to the business owner regarding the improvement of service quality and the setting of appropriate prices to enhance customer satisfaction. This study employs a quantitative approach using a survey method. The population consists of all customers of the Nusantara Tailoring Business. The sample comprises 74 respondents selected using the accidental sampling technique. Data collection was conducted by distributing questionnaires utilizing a Likert scale. Data analysis involved validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²) using SPSS software. The results indicate that service quality has a positive and significant effect on customer satisfaction. Price also has a positive and significant effect on customer satisfaction. Simultaneously, service quality and price have a positive and significant impact on customer satisfaction at the Nusantara Tailoring Business. The coefficient of determination value indicates that customer satisfaction can be explained by the service quality and price variables, while the remainder is influenced by factors outside the research model. Therefore, the Nusantara Tailoring Business is advised to continuously improve service quality—such as ensuring timely order completion, maintaining a friendly attitude toward customers, and upholding the quality of the tailoring work—while also setting competitive prices to ensure customer satisfaction continues to rise.
Keywords: Service Quality, Price, Customer Satisfaction.
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