PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN MEMBELI KOPI KENANGAN CABANG SPBU HANG LEKIR JAKARTA

Abstract

This study aims to determine the effect of price and service quality on consumer satisfaction when buying Kopi Kenangan, Hang Lekir Gas Station, Jakarta. The data used in this study are primary and secondary data. This research method uses a quantitative approach. The sampling technique used the Lemeshow formula in this study, a sample of 96 respondents was obtained. The data analysis used is the validity test, reliability test, classical assumption test, multiple linear regression analysis, correlation coefficient, determination coefficient, T test, F test. Based on the multiple linear regression test, it shows that consumer satisfaction = -0.125 + 0.408 (X1) + 0.600 (X2). Based on the partial test (t-test) shows that the price has a tcount > ttable or 6.427 > 1.661 and a sig value of 0.000 <0.05, therefore partially the price has a significant effect on consumer satisfaction, while service quality has a tcount > ttable or 9.339 > 1.661 and a sig value of 0.000 <0.05, therefore partially Service Quality has a significant positive effect on Customer Satisfaction. Based on the results of the simultaneous test (Test - F) shows that simultaneously Price and Service Quality have a significant effect on Consumer Satisfaction where Fcount 630.208 > Ftable 3.09 with a significance level of 0.000 smaller than a significant level of 0.05. Based on the data obtained, the results of the coefficient of determination show that Price and Service Quality have an influence of 93.1% on Consumer Satisfaction while the remaining 6.9% is influenced by other variables not examined in this study.