PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PERCETAKAN TANDO CREATOR
Abstract
ABSTRACT: The printing industry, as a service sector, faces increasing challenges in maintaining and improving customer satisfaction amid growing competition. Competitive pricing and high service quality are considered key factors in shaping positive customer perceptions. This study aims to analyze the effect of price and service quality on customer satisfaction at Tando Creator Printing.
This research employed a quantitative approach using a survey method with a structured questionnaire distributed to 75 active customers. The collected data were analyzed using multiple linear regression with SPSS version 29.
The findings reveal that both price and service quality have a positive and significant effect on customer satisfaction. Customers tend to report higher satisfaction when prices are perceived as fair and aligned with the quality of services received. These results suggest that appropriate pricing strategies and continuous service quality improvement play an important role in enhancing customer satisfaction and long-term loyalty. Future studies are encouraged to include additional variables to develop a more comprehensive model of customer satisfaction in the printing industry.
ABSTRAK: Industri percetakan sebagai sektor jasa dituntut untuk mampu mempertahankan dan meningkatkan kepuasan pelanggan di tengah persaingan yang semakin ketat. Harga yang kompetitif dan kualitas pelayanan yang baik menjadi faktor penting dalam membentuk persepsi positif pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan pada Percetakan Tando Creator.
Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 75 pelanggan aktif, dan data dianalisis menggunakan regresi linier berganda melalui SPSS versi 29. Hasil penelitian menunjukkan bahwa harga dan kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Dengan demikian, strategi penetapan harga yang tepat serta peningkatan kualitas pelayanan secara berkelanjutan menjadi kunci dalam meningkatkan kepuasan dan loyalitas pelanggan. Penelitian selanjutnya disarankan untuk menambahkan variabel lain guna memperluas model analisis kepuasan pelanggan.
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