Pengaruh Harga Dan Kualitas Layanan Terhadap Kepuasan Pelanggan Pada Laundry Coin Express Di Kota Malang

Abstract

Abstract

This study aims to analyze the effect of price and service quality on customer satisfaction at Laundry Coin Express in Malang City. This research employyed a quantitative approach with an explanatory research design, involving 98 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with IBM SPSS. The results show that, partially, price has no significant effect on customer satisfaction (t count 1.909 < t table 1.985; Sig. 0.059), while service quality has a positive and significant effect on customer satisfaction (t count 3.921 > t table 1.985; Sig. 0.000). Simultaneously, price and service quality have a significant effect on customer satisfaction (F count 9.777 > F table 3.092; Sig. 0.000), with an Adjusted R Square of 0.153, indicating that both variables explain 15.3% of the variation in customer satisfaction, while the remaining 84.7% is explained by other variables outside this research pola. These findings indicate that service quality is a relatively more dominant factor than price in shaping customer satisfaction in the coin laundry business.

Keywords: Price, Service Quality, Customer Satisfaction, Laundry Coin Express