PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Salon Rosna di Desa Gas Alam Badak I Muara Badak)

Authors

  • MUHAMMAD SAHRUL STIE Tenggarong
  • IDA BAGUS MADE AGUNG DWIJATENAYA Universitas Kutai Kartanegara
  • Silvana Kardinar Wijayanti STIE Tenggarong

DOI:

https://doi.org/10.61509/luxICM5151

Keywords:

price perception, service quality, customer satisfaction

Abstract

The fierce competition in business environment in acquiring and retaining customers forces business players to adaptively respond to dynamic customers’ needs and wants.Customer satisfaction has always been the key goal of marketers to achieve. Thus, marketing studies try to find out variables affecting customer satisfaction. The purposes of this study was to determine the effect of price perception and service quality simultaneously and partially on customer satisfaction at Rosna Salon in Badak I, Gas Alam Village. Data collected through questionnaire distribution to 65 customers of Rosna Salon based on saturated sampling technique. Then, the data analyzed using multiple linear regression and the result of this study revealed that price perception and service quality have positive and significant effect partially and simultanously on customer satisfaction.

 

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Published

18-02-2022

How to Cite

SAHRUL, M., DWIJATENAYA, I. B. M. A., & Kardinar Wijayanti, S. (2022). PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Salon Rosna di Desa Gas Alam Badak I Muara Badak). I-Con Media, 5(1), 40–55. https://doi.org/10.61509/luxICM5151

Issue

Vol. 5 No. 1 (2022): I-Con Media

Section

EDITOR

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