Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terdahap Kepuasan Pelanggan Kopikota Bali

Dewiwati  Sujadi; I Gede Adi  Pratama; Ni Luh Sili Antari Sili

doi:10.31967/relasi.v19i1.642

Dewiwati Sujadi Universitas Triatma Mulya
I Gede Adi Pratama Universitas Triatma Mulya
Ni Luh Sili Antari Sili Universitas Triatma Mulya

DOI: https://doi.org/10.31967/relasi.v19i1.642

Keywords: Product Quality, Service Quality, Price and Customer Satisfaction

Abstract

ABSTRACT

This study aims to determine and analyze whether product quality, service quality, and price affect to the customer satisfaction of Kopikota Bali. The data collection technique is purposive sampling. The sampling method was carried out purposively or with certain objectives and considerations with the criteria of customers aged 17 years and over and had made transactions at Kopikota Bali. Respondents were set at 25 x 5 = 125 respondents. The research method applied in this study is based on multiple linear regression analysis with data collection techniques used are documentation and questionnaires. The data analysis technique used is quantitative descriptive analysis, validity and reliability test, classical assumption test, multiple linear regression analysis and t test analysis. The results of the analysis show that the regression results are Y = 1.125 + 0.221X1 + 0.297X2 + 0.476X3. The conclusion obtained is that product quality (X₁) has a positive and partially significant effect on customer satisfaction (Y) which is shown in the regression coefficient β₁X₁ which has a positive value of 0.211 with t_count = 2,301 > t_table = 1,979 with sig = 0,023. Service quality (X₂) has a positive and partially significant effect on customer satisfaction (Y) which is shown in the regression coefficient β₂X₂ which has a positive value of 0.297 with a value of t_coun_t= 4,450 > t_table = 1,979 with a value of sig = 0.000. Price (X₃) has a positive and partially significant effect on customer satisfaction (Y) which is shown in the regression coefficient β₃X₃ which has a positive value of 0.476 with t_coun_t= 4.219 > t_table = 1.979 with sig = 0.000 value. Suggestions for Kopikota Bali are the need to maintain product quality, service quality, and prices provided, and if necessary to be improved again in order to always achieve customer satisfaction.

Keywords: Product Quality, Service Quality, Price and Customer Satisfaction

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