The Effect of Service Quality, Jumpsuit Product Quality and Price on Customer Satisfaction at PT Zeta Utama Satya

Abstract

This study aims to determine the effect of service quality, product quality and price on consumer satisfaction. This study uses primary data obtained from questionnaires distributed from respondents who are consumers of PT Zeta Utama Satya using quantitative methods. The questionnaires were distributed 200 questionnaires using slovin formula, so that the sample used 133 questionnaires and filled in properly by respondents who processed using statistical software SPSS 25.0 for Windows to test the validity, reliability, normality, multicollinearity, heteroscedasticity, autocorrelation, multiple linear regression, t test, F test and coefficient of determination test to determine the effect of each variable. Based on the description and discussion above, it can be concluded as follows: Service Quality (X1) does not have a positive and significant influence on consumer satisfaction (Y). This can be seen from the partial test results with t count 0.194 < table 1.978. Service quality has no effect because it always involves consumers in everything within the company and cannot provide clear direction within the company. Product quality (X2) and significant influence on consumer satisfaction (Y). This can be seen from the partial test results with t count 3.496 > t table 1.978. The quality of the product is stated to be influential because consumers feel the products offered are very attractive and employees cannot explain the usefulness and benefits of the product. Price (X3) has a positive and significant effect on consumer satisfaction (Y). This can be seen from the partial test results with t count 4.772 > t table 1.978. price is influential because the company provides opportunities to develop products and services and promotions for consumers and also facilitates employees. From the results of the F test known F count = 11.628 > F table = 2.44 with a significance of 5% (0.000 < 0.05). So that H0 is rejected, it can be concluded that together the quality of service, product quality and price simultaneously affect consumer satisfaction (Y). The value of correlation coefficient (R) is 0.891, which means that the variables of service quality, product quality and price have a very strong relationship with consumer satisfaction variables. While the coefficient of determination adjusted R square is 0.707 or 70.1%. This shows that the contribution of the influence of the independent variable (service quality, product quality and price) to the dependent variable (customer satisfaction) amounted to 70.1%. While the remaining 29.9% is influenced by other variables that are not disclosed in this study.