Pengaruh Kualitas Produk, Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Shop&Drive (Studi Cabang Mayor Oking, Bogor)

Abstract

This research aims to assess how consumer satisfaction at Shop&Drive, Mayor Oking Branch, Bogor, is impacted by product, pricing, and service quality. This study use a quantitative methodology that combines verification techniques and descriptive techniques. The questionnaire was completed by 100 respondents who are current clients in order to gather research data. As part of the analytical process, the instrument's validity and reliability are tested, traditional assumptions are assessed, and Multiple linear regression is used to analyze the relationship between variables. The F value of 325.188 with a significance below 0.05 indicates that the factors of pricing, Customer happiness is greatly impacted by both product and service quality. at the same time, according to simultaneous regression analysis. The R2 score of 0.910 demonstrates that product, pricing, and service quality account for 91% of the variation in customer satisfaction, with other external variables influencing the remaining 91%. Price and service factors do not have a statistically significant impact since their significance values are greater than 0.05, however the partial test indicates that only product quality has a meaningful impact on customer satisfaction, as evidenced by its significance value of 0.000. Based on this data, it can be concluded that the quality of the product that customers receive has a greater influence on their level of satisfaction. Therefore, the primary goal of the company's services should be to improve the quality of its products in terms of dependability, durability, and specification compliance. 

Keywords

Product Quality; Price; Service Quality; Customer Satisfaction