PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN TOKO RITEL

(Studi kasus pada toko YABAKIImart Kesugihan)

Abstrak

Consumer satisfaction is the level of one's feelings after comparing the performance of the product he feels with his expectations. One way to increase customer satisfaction is to improve the factors supporting customer satisfaction. One of the factors that influence customer satisfaction is price, product quality and service quality. Based on this, it will be examined whether there is an effect of price, product quality and service quality on customer satisfaction.

The purpose of this study was to analyze the effect of price, product quality and service quality on consumer satisfaction at the YABAKIImart Kesugihan retail store. This research was conducted at YABAKIImart Kesugihan shop. The total population is determined by 93 respondents. As an independent variable, namely price, product quality and service quality, and the dependent variable is customer satisfaction. The analysis used includes validity test, reliability test, MSI (Method Successive Interval), classic assumptions, multiple linear regression analysis, hypothesis testing and coefficient of determination analysis. Based on the results of the t test on the first hypothesis of the price variable, the calculated t value F table of 16.100> 2.71. In conclusion, the variable price, product quality and service quality simultaneously affect the satisfaction of YABAKIImart Kesugihan retail stores.

Keywords : Price, Product Quality, Service Quality, Consumer Satisfaction