PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA JASA PERCETAKAN DI LINGKUNGAN SEKITAR KAMPUS STIE BHAKTI PEMBANGUNAN

Abstract

The purpose of this study is to determine the influence of Service Quality and Price on Customer Satisfaction with Printing Services located around STIE Bhakti Pembangunan. The subjects in this research were consumers who ordered prints at printing shops around STIE Bhakti Pembangunan. The independent variables in this research are Service Quality (X1) and Price (X2) with the dependent variable being Customer Satisfaction (Y). From the results of the t test analysis with a significance level of 5%, it shows that Service Quality is 0.015, and Price is 0.018. The results of the F test show that simultaneously or simultaneously the variables Service Quality and Price have an influence on Customer Satisfaction with the calculated F value obtained at 103.367. The value in the Coefficient of Determination (R2) test is 0.858. This figure shows that Customer Satisfaction can be explained by the Service Quality and Price factors at 85.8%, while the remaining 14.2% is explained by other factors which are likely to have a greater influence on the Printing Services that grow around the STIE Bhakti Pembangunan campus.