Pengaruh Kualitas Pelayanan, Harga, Dan Lokasi Terhadap Kepuasan Pelanggan (Studi kasus pada UMKM Tiwik Laundry)

Abstract

Abstract

This study aims to examine the impact of service quality, price, and location on customer satisfaction at UMKM Tiwik Laundry in Batu City. The method used is a quantitative survey with questionnaires distributed to 70 customer respondents. Data analysis was conducted using multiple linear regression after validity and reliability tests confirmed that the research alatts met valid and reliable criteria. The results reveal that these three variables simultaneously have a positive and significant effect on customer satisfaction, contributing 76.5%. Partially, service quality is the most dominant factor in enhancing customer satisfaction, followed by price and location, which also significantly contribute. The practical implications of this study emphasize the importance of improving service quality, setting competitive prices, and selecting strategic locations to maintain and increase customer satisfaction. This study provides recommendations for UMKM Tiwik laundry managers to continuously optimize these three aspects to achieve sustainable customer satisfaction.

Keywords : Service Quality, Price, Location, Customer Satisfaction