Pengaruh Kualitas Pelayanan, Harga, Dan Kualitas Produk Terhadap Kepuasan Pelanggan (Studi Pada CV. Genderang Mercusuar Bahari Di Kabupaten Pasuruan)

Abstract

Abstract

This research examined the influence of service quality, price, and product quality on customer satisfaction at CV. Genderang Mercusuar Bahari, Pasuruan Regency. A quantitative explanatory approach was employed using data collected from 100 respondents through purposive sampling and a Likert-scale questionnaire. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The findings reveal that service quality, price, and product quality have a positive and significant effect on customer satisfaction, both individually and simultaneously, setting appropriate prices, and maintaining consistent product quality are essential factors in enhancing customer satisfaction at CV. Genderang Mercusuar Bahari.

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