PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUASAN PELANGGAN DI CV NUANSA JAYA PRINTING

PERIODE OKTOBER – DESEMBER 2017

Abstract

Printing business today is colored by increasingly fierce competition. In the competitive conditions of these printing business players, the main thing that must be prioritized is customer satisfaction. One of the companies that participated in printing business is CV Nuansa Jaya Printing. With the quality of services, products quality and good price in the eyes of consumers it will make consumers feel satisfaction. In this research the authors use analysis tools such as validity and reliability analysis, coefficient of determination, correlation, linear regression and hypothesis test (t test). The correlation of service quality relationship and customer satisfaction is both strong and direct, correlation between product quality and customer satisfaction is both strong and direct, and the correlation between price and customer satisfaction is also strong and direct. The result of hypothesis test shows that partially variable of service quality (X1) contribute partially and significantly to customer satisfaction (Y), product quality variable (X2) contribute partially and significantly to customer satisfaction (Y), and price variable (X3) also contribute partially and significantly to customer satisfaction (Y). From the research coefficient of determination shows that the influence of service quality, product quality and price on customer satisfaction altogether was 70,9%, while the remaining 29,1% (100% - 70,9%) is affected by timeliness, mutual trust, and convenience gained from beyond this regression model.