Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan
DOI:
https://doi.org/10.47776/mizania.v6i2.2113Keywords:
service quality, price, customer satisfaction, price fairnessAbstract
This study aims to analyze the effects of service quality and price on customer satisfaction at CV Harvi Berkah Jaya. A quantitative associative approach was employed with 50 respondents selected using purposive sampling. Primary data were collected through a five-point Likert questionnaire consisting of 31 items: 16 items for service quality, 7 for price, and 8 for customer satisfaction. Multiple linear regression was conducted using SPSS 25. The results show that service quality has a positive and significant effect on customer satisfaction (B = 0.309; t = 4.382; p < 0.001). Price has a positive regression coefficient (B = 0.224), but its partial effect is not statistically significant (t = 1.744; p = 0.088). Simultaneously, service quality and price significantly affect customer satisfaction (F = 36.519; p < 0.001). The R² of 0.608 indicates that the model explains 60.8% of the variance in customer satisfaction. These findings indicate that improving service quality is the most strongly supported managerial priority, while pricing should remain competitive and be evaluated in terms of perceived value and fairness.
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