PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAPKEPUASAAN PELANGGAN DI BENGKEL AC PALEMBANG

Abstract

Customer satisfaction will be formed if it can meet the basic expectations of customers, factors that affect customer satisfaction include service quality and price. The problem in this study is how the effect of price on customer satisfaction. The purpose of this study was to determine the effect of service quality and price on customer satisfaction at the Palembang AC workshop. This research was carried out with quantitative methods. Quantitative research is a knowledge process by using data in the form of numbers as a tool to analyze information about something that you want to know. The type of data used is primary data and secondary data. Data collection techniques using interviews, observation and questionnaires. As for the number of samples taken as many as 100 people. The independent variables are service quality and price, while the dependent variable is customer satisfaction at the Palembang AC Workshop. All statements are declared valid, reliable and normal. Data analysis used classical assumption test. Multicollinearity test and heterocedasticity test. Hypothesis testing in this study using multiple linear regression, based on the analysis that has been done, it is found that the coefficient of determination (R2) is 41,4 % while the remaining 58,6% is influenced by other variables.