Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen CV Dariono Surya Teknik AC Medan

Abstract

This study aims to analyze the effect of service quality and price on customer satisfaction at CV Dariono Surya Teknik AC Medan. This research employed a quantitative method with an associative approach to examine the relationships among the variables. The population consisted of all 190 customers of CV Dariono Surya Teknik AC Medan. The sample was determined using the Proportionate Stratified Random Sampling technique, resulting in 66 respondents. Data were collected through observation and the distribution of questionnaires based on a five-point Likert scale. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing through the t-test and F-test with the assistance of SPSS software. The results indicate that, partially, both service quality and price have a positive and significant effect on customer satisfaction. Simultaneously, service quality and price also have a significant effect on customer satisfaction at CV Dariono Surya Teknik AC Medan. Furthermore, the coefficient of determination demonstrates that the independent variables have a strong explanatory power regarding customer satisfaction, while the remaining variation is influenced by other factors beyond the scope of this study.