Pengaruh Harga dan Kualitas Layanan terhadap Kepuasan Pelanggan pada Penyewaan Alat Berat Di CV. XYZ
Keywords:
Price, Service Quality, Customer Satisfaction.Abstract
This study aims to examine how price and service quality influence customer satisfaction at CV. Buntara Sadawira Amerta. A total of 61 customers from the company were selected as respondents using the census sampling method. The research applied both descriptive and quantitative approaches, with data analyzed using multiple linear regression through the SPSS version 27 software. The findings indicate that both price and service quality, whether considered individually or together, have a positive and significant impact on customer satisfaction. This is supported by the coefficient of determination (R²) value of 0.549, meaning that 54.9% of the variation in customer satisfaction can be attributed to these two factors. Among them, service quality emerged as the most influential variable affecting
Satisfaction levels.
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