PENGARUH HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN PADA BENGKEL JS MOTOR DI KOTA TANGERANG SELATAN

Abstract

This study aims to determine the Effect of Price and Location on Consumer Satisfaction This study aims to determine the Effect of Price and Location on Customer Satisfaction at JS Motor in South Tangerang City. The method used is a quantitative associative method. The population in this study were 2,172 JS Motor customers in South Tangerang City in 2024. The sampling technique used was Accidental Sampling, a sampling method using the Slovin formula. With the Slovin technique, a research sample of 94 respondents was obtained. Data analysis methods used in the study include instrument tests consisting of validity tests, reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, heteroscedasticity and autocorrelation tests, multiple linear regression tests, correlation coefficients, hypothesis tests consisting of partial t-tests and simultaneous f-tests, and determination coefficient tests. From the results of this study, it was concluded that price has a positive and significant effect on customer satisfaction with a calculated T value > T table (10.559 > 1.987) and strengthened by a significance value of 0.000 < 0.05. Location has a positive and significant influence on customer satisfaction with a value of T_count > T_table or (12.633> 1.987) and is strengthened by a significance value of 0.000 < 0.05. Price and Location have a positive and significant influence on customer satisfaction with a value of F_count > F_table or (86.026> 3.100) and is strengthened by a significance value of 0.000 < 0.05. Price and Location on consumer satisfaction affect the regression Y = 4.704 + 0.262 X1 + 0.615 X2 + α. The results of the R-square value (coefficient of determination) of 0.654, it can be concluded that the price (X1) and location (X2) variables together have a contribution to the influence of the customer satisfaction variable (Y) of 65.4%, while the remaining (100% -65.4%) is 34.6% influenced by other factors or variables not studied