PENGARUH PERSEPSI HARGA DAN KUALITAS JASA TERHADAP KEPUASAN PELANGGAN PADA PT SINKA INDO SENTOSA DI KABUPATEN NGAWI
Keywords:
Price Perception, Service Quality, Customer Satisfaction.Abstract
The aim of this research is to analyze the partial and simultaneous influence of perceived price and service quality on customer satisfaction at PT Sinka Indo Sentosa in Ngawi Regency. The sampling technique used was purposive sampling. The research sample was taken as many as 90 respondents. Data collection used in this research was questionnaires, documentation and observation. The data analysis technique used in this research is multiple linear regression analysis, t test and F test.
The conclusion of the research shows that: Price perception partially has a significant effect on customer satisfaction at PT Sinka Indo Sentosa in Ngawi Regency, this is proven by the results of the t test which obtained a calculated t value of 5.329, greater than the t table value of 1.988 and a significance value of 0.000 smaller than 0.05 then the null hypothesis (Ho) is rejected and the
working hypothesis (Ha) is accepted. So the hypothesis that price perception partially has a significant effect on customer satisfaction at PT Sinka Indo Sentosa is proven and accepted as true. Service quality partially has a significant effect on customer satisfaction of PT Sinka Indo Sentosa in Ngawi Regency, this is proven by the results of the t test which shows that the calculated t value is 3.990, which is greater than the t table value, namely 1.988 and the significant value is 0.000, which is smaller than 0.05, so the null hypothesis (Ho) is rejected and the working hypothesis (Ha) is accepted. So the hypothesis that service quality partially has a significant effect on customer satisfaction at PT Sinka Indo Sentosa in Ngawi Regency is proven and accepted as true. Perceptions of price and service quality simultaneously have a significant effect on customer satisfaction at PT Sinka Indo Sentosa in Ngawi Regency, this is proven by the results of the F test, the calculated F value is 28.777 which is greater than the F table which is 3.010 and the significant value is 0.000 smaller. of 0.05 means the null hypothesis (Ho) is rejected and the working hypothesis (Ha) is accepted. So the hypothesis that price perception and service quality simultaneously have a significant effect on customer satisfaction at PT Sinka Indo Sentosa in Ngawi Regency is proven and accepted as true.