PENGARUH KUALITAS PELAYANAN, HARGA DAN PRODUK TERHADAP KEPUASAN KONSUMEN PADA MEDINA WEDDING ORGANIZER

Abstract

The purpose of this study was to analyze the effect of service quality, price, and products on customer satisfaction at Medina Wedding Organizer. This research uses quantitative methods. The population of this research is consumers who have used the services of the company Medina Wedding Organizer with a sample of 85 people with certain criteria. The method used in this study is purposive sampling with the provisions of the respondents who have used the premium package and the frugal package at the Medina Wedding Organizer. The data analysis technique used in this study is multiple linear regression analysis. Regression results obtained t count on the service quality variable of 2.449 and t table of 1.988, on the price variable t count of 4.117 and t table of 1.988 while on the product variable t count of 3.549 and t table of 1.988 affecting customer satisfaction at Medina Wedding Organizer. It can be concluded that the variables of service quality, price, and product quality have a positive and significant effect on customer satisfaction.Keywords: Service Quality, Price, Product, Customer Satisfaction.