Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan pada Bengkel Sahabat AC Di Lumajang

Abstract

Customer satisfaction is a person’s feeling of pleasure or disappointment that comes from a comparison between his impression of the performance (result) of a product and his expectations. The purpose of this study was to determine and analyze the effect of service quality and price on customer satisfaction at Bengkel Sahabat AC Lumajang. This type of research uses descriptive quantitative. The data used is primary data using a questionnaire. The research sample is 60 respondents. The dependent variable is customer satisfaction with 3 indicators. And the independent variable in this study is the quality of service with 5 indicators of measuring instruments and price with 4 indicators of measuring instruments. Analysis of the data used using multiple linear regression analysis. The results showed that service quality and price had no effect on customer satisfaction. The test results of all variables stated that there was no simultaneous significant effect of service quality and price on customer satisfaction at the Friends of AC Workshop in Lumajang.