INCREASING CUSTOMER SATISFACTION WITH SERVICE QUALITY, PRICE AND LOCATION

Abstract

Background : Consumer satisfaction is the main target that a business wants to achieve in order to survive. This research confirms the influence of service quality, price and location on customer satisfaction at the motorbike service company at PT Star Prima Tajur. Even though a lot of research has been done, this topic remains interesting because the results can vary with changes in time and situations.

Purpose : This study aims to analyze the factors that affect customer satisfaction, namely service quality, price and location at PT Sun Star Prima Motors Tajur.

Methodology : The sampling technique used was non-probability sampling using a purposive sampling method, there were. 100 respondents from the consumer population who used motorbike service services. The analysis method used multiple linear regression and processed with SPSS. 

Results : The results show a strong relationship, there is a simultaneous and partial positive influence between consumer quality, price and location on consumer satisfaction.