ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN SOBAT KURIR’S DI SAMARINDA

Abstract

This study aims to determine the variables that affect customer satisfaction consisting of price and service quality on customer satisfaction of Sobat Kurir's in Samarinda.

The theories used in this study are Marketing Management, Price, Service Quality and Customer Satisfaction.

The research method used in this research is quantitative research method, the population in this study are consumers who use Sobat Kurir's services in Samarinda, the sampling technique is consumers who have used at least 2 times the use of Sobat Kurir's services, namely 96 samples, the analytical tools used are data instrument test, classical assumption test, multiple linear regression analysis, partial test and simultaneous test.

The results showed that the t test results of the price variable had a negative and significant effect on customer satisfaction, while the service quality variable had a positive and significant effect on customer satisfaction, the F test results showed that the price and service quality variables together had a significant effect on customer satisfaction.

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