PENGARUH PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PT. TIGER DUA RIBU MEDAN

Abstrak

This study aims to determine the effect of price perception and service quality on customer satisfaction at PT Tiger Dua Ribu Medan. This research is a quantitative study with an associative approach. The population in this study were customers of PT Tiger Dua Ribu Medan. The sampling technique used purposive sampling with a total sample of 50 respondents. Data collection techniques were carried out by distributing questionnaires. The data analysis techniques used were multiple linear regression analysis, t-test, F-test, and coefficient of determination test with the help of SPSS. The results showed that: Price Perception has a positive and significant effect on Customer Satisfaction at PT Tiger Dua Ribu Medan with t-count 18.063 > t-table 2.012 and significance 0.000 < 0.05. Service Quality has a positive and significant effect on Customer Satisfaction at PT Tiger Dua Ribu Medan with t-count 14.071 > t-table 2.012 and significance 0.000 < 0.05. Price Perception and Service Quality simultaneously have a positive and significant effect on Customer Satisfaction with F-count 192.742 > F-table 3.20 and significance 0.000 < 0.05. The Coefficient of Determination (R²) value is 0.889 or 88.9%, which means that customer satisfaction can be explained by price perception and service quality by 88.9%, while the remaining 11.1% is influenced by other variables not examined in this study.