The Effect of Service Quality and Price on Customer Satisfaction at Toko Debi in Teluk Keramat District, Sambas Regency
DOI:
https://doi.org/10.59890/ijefbs.v4i4.21Keywords:
service quality, price, customer satisfaction, retail businessAbstract
This study aims to analyze the effect of service quality and price on customer satisfaction at Toko Debi in Teluk Keramat District, Sambas Regency. The study uses a quantitative approach with a causal associative research type. The research sample consists of 100 customers selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 22. The regression equation obtained is Y = 1.044 + 0.390X₁ + 0.368X₂. The correlation coefficient (R) value of 0.798 indicates a strong relationship between service quality and price with customer satisfaction. The coefficient of determination (R²) value of 0.637 indicates that 63.7% of the variation in customer satisfaction can be explained by service quality and price, while the remaining 36.3% is explained by factors outside the research model. The results of the F test indicate that service quality and price simultaneously have a significant effect on customer satisfaction. Partially, service quality has a positive and significant effect on customer satisfaction, while price also has a positive and significant effect on customer satisfaction.
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