Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan pada Lawson Nusantara Raya Kota Depok
DOI:
https://doi.org/10.58174/mfczz649Keywords:
Price; Service Quality; Usage DecisionAbstract
The purpose of this study was to determine the effect of service quality and price on satisfaction of Lawson Nusantara Raya, Depok City both partially and simultaneously. The method used in this study is the associative quantitative method and the population in this study was 9.443 people during the period 2023-2024. The sampling technique was probability sampling which was calculated using the slovin formula and obtained a sample of 99 respondents. Data analysis used validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis testing. The results of this study partially, Service Quality has a significant effect on customer satisfaction with the regression equation Y = 2.411 + 0.470, Hypothesis testing obtained t count> t table or (12.177> 1.984). Thus is rejected and is accepted, meaning that there is a significant effect of service quality on customer satisfaction. Price has a significant effect on customer satisfaction with the regression equation Y = 4.614 + 0.586, Hypothesis test obtained t count > t table or (14.986> 1.984). Thus is rejected and is accepted, meaning there is a significant effect between price on customer Satisfaction. While simultaneously service quality and price have a significant effect on purchasing decisions with the regression equation Y = 0.965 + 0.243 + 0.400. Hypothesis test obtained F count > F table or (180.057> 3.091). Thus is rejected and is accepted. This means that there is a significant effect simultaneously on service quality and price on customer satisfaction. The results of the determination coefficient show that service quality and price contribute 79.0% to customer satisfaction, while 21.0% is influenced by other factors outside this study.
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