Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Konsumen Menggunakan Jasa pada CV. Indo Prima Medan

Abstract

This study aims to determine the effect of price and service quality on consumer satisfaction using services at CV. Indo Prima Medan. The research methodology used is a quantitative descriptive method. The type of data used in this study is quantitative data, namely data obtained in the form of numbers or numbers. Source of data in the form of primary data and secondary data. Primary data was obtained from the results of distributing questionnaires to respondents, secondary data was obtained from data and literature relating to the issues discussed. The research population that will be used in this research is all consumers who use the company's services during the 2022 period as many as 78 consumers. Because the population used is 78 consumers, the sampling technique uses a saturated sample where all consumers will be used as research samples. Data were analyzed using multiple linear regression analysis method. The results of the analysis give the equation of Consumer Satisfaction = 14.587 - 0.105 Price + 0.315 Quality of Service + e. The results of the research analysis show that the tcount (-2.237) < ttable (1.992) with a significant level of 0.028 <0.05 so it can be concluded that there is a partially significant negative effect between price on consumer satisfaction at CV. Indo Prima. The value of tcount (6.037) > ttable (1.992) with a significant level of 0.000 <0.05 so it can be concluded that there is a partially significant positive effect between Service Quality on Customer Satisfaction at CV. Indo Prima. Fcount value (22.524) > Ftable (3.12) with a significance of 0.00 <0.05 so it can be concluded that there is a significant influence between Price and Service Quality simultaneously on Consumer Satisfaction at CV. Indo Prima.