PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA USAHA KERUPUK RAMBAK KECAMATAN KETAHUN BENGKULU UTARA

Dicky Setiawan, Khairul Bahrun
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Abstract

This study aims to determine the effect of service quality and price on customer satisfaction in the Rambak cracker business, Ketahun District, North Bengkulu. This research uses quantitative research methods. The population in this study is Kerupuk Rambak Customers, Ketahun District, North Bengkulu, with the sampling method using the Purposive Sampling method in carrying out the research, respondents obtained randomly, amounting to 70 people. In this study using data collection methods by means of observation and distributing questionnaires or questionnaires. The data that has been collected is then processed using instrument tests, Respondents Response Analysis, Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination (R2) and also Test Hypothesis t and hypothesis f. Based on the results of Multiple Linear Regression Analysis obtained the formulation Y = 2.098 + 0.464 (X1) + 1.061 (X2), the coefficient of determinant R2 = 0.772 or 77.2% while the remaining 0.228 or 22.8% is influenced by other variables that are not included in the model this research. The results of the tests that have been carried out can be seen that the Service Quality variable (X1) shows a tcount of 5.341 > t table 1.667 with a significant level of 0.000 < 0.050, and the Price variable (X2) shows a tcount of 7.595 > t table 1.667 with a significant level of 0.000 < 0.050. The results of the F test show a significance value of F, which is 0.000 less than 0.050 and Fcount greater than Ftable, 117.587 > 3.133. From the results of data management, it can be concluded that service quality and price partially or simultaneously have a positive and significant effect on customer satisfaction. Keywords: Service Quality, and Price, Customer Satisfaction
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服务质量和价格对客户满意度的影响,对班古鲁北部街道的鞭炮业务
本研究旨在确定服务质量和价格对顾客满意度的影响,在Rambak饼干业务,Ketahun区,北Bengkulu。本研究采用定量研究方法。本研究人群为北Bengkulu Ketahun区Kerupuk Rambak客户,抽样方法采用有目的抽样法进行研究,随机抽取调查对象,共计70人。本研究采用数据收集方法,通过观察和发放问卷或调查问卷的方式。然后对收集到的数据进行仪器检验、被调查者反应分析、经典假设检验、多元线性回归分析、决定系数(R2)以及检验假设t和假设f。根据多元线性回归分析的结果得到公式Y = 2.098 + 0.464 (X1) + 1.061 (X2)。行列式系数R2 = 0.772或77.2%,其余0.228或22.8%受其他变量的影响,这些变量未纳入本研究的模型。已经进行的检验结果可以看出,服务质量变量(X1)的tcount为5.341 >表1.667,显著水平为0.000 < 0.050;价格变量(X2)的tcount为7.595 >表1.667,显著水平为0.000 < 0.050。F检验结果显示F的显著性值为0.000小于0.050,Fcount大于Ftable, 117.587 > 3.133。从数据管理的结果可以看出,服务质量和价格对顾客满意度有部分或同时的正向显著影响。关键词:服务质量,价格,顾客满意度
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