THE INFLUENCE OF SERVICE QUALITY AND PRICE ON CUSTOMER SATISFACTION AT PT. ANDALAS CARGOTATAMA GLOBAL

  • BAMBANG SUTEJO SEKOLAH TINGGI ILMU EKONOMI EKA PRASETYA
  • AFDHALINA . UNIVERSITAS BATTUTA
Keywords: Service Quality, Price, Customer Satisfaction

Abstract

This study aims to determine how much influence of service quality and price to customer satisfaction on PT. Global Andalas
Cargotama. The research methodology was used descriptive quantitative, unit analysis in this research was PT. Global
Andalas Cargotama and its observation units were customers PT. Global Andalas Cargotama. Population in this research
was customer at PT. Global Andalas Cargotama 1,260 people. The technique of determining the number of samples used in
this study was the slovin formula and amounted to 93 respondents. The research method used data collection techniques
through interviews, literature studies, and questionnaires conducted systematically based on research objectives. The
method of analysis used to solve the problem and prove the hypothesis was by descriptive analysis, regression analysis.
This analysis includes: validity and reliability, classical assumption test, multiple regression analysis, hypothesis testing
through t and F test, and test of coefficient of determination (R2). From the analysis obtained regression analysis Customer
Satisfaction = 1.931 + 0.467 Service Quality + 0.226 Price + e. The result of determination coefficient test (R2) showed that
58.1% variable of customer satisfaction is influenced by service quality and price variable, while the rest equal to 41.9%
explained by the influence of other factors or variables outside of models such as advertising, distribution channels, and
others are not addressed in this study. F test results showed that Fcount> Ftable is 62.330 > 3.10 which means free variables
(service quality and price) simultaneously affect the dependent variable (customer satisfaction). While the t test showed that
the service quality variable has a positive and significant effect on customer satisfaction at PT. Global Andalas Cargotama
where tcount 7,748 > ttable 1,66177 and price variable have positive and significant influence to customer satisfaction at PT.
Global Andalas Cargotama where tcount 3.224 > ttable 1.

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Published
2021-09-21