Analisis Harga Dan Kualitas Pelayanan Service Sepeda Motor Terhadap Kepuasan Pelanggan Di Dealer Yamaha Duta Motor Lumajang

Abstract

This study aims to determine the relationship or price analysis and service
quality to customer satisfaction both partially and simultaneously. This study
uses primary data obtained from the results of filling out questionnaires
against customers on Lumajang Yamaha Duta Motor, amounting to 60
respondents. The analytical method used in this study is multiple linear
regression. The results of multiple linear regression analysis show that price
and service quality have a positive and significant relationship to customer
satisfaction both partially and simultaneously with determinant cofesiveness
of 12.6% can be explained by independent variables namely price and
service quality. While the remaining 87.4% of customer satisfaction is
influenced by other variables not examined in this study. Based on the results
of this study, the Lumajang Yamaha Duta Motor still maintains the suitability
of the prices listed with prices in the field and pays attention and evaluates
the technicians in providing services to customers so that customers will
remain loyal, not be affected by competitors and also recommend to others.