PENGARUH KUALITAS PRODUK, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PENGGUNA JASA TRANSPORTASI PENYEBRANGAN KM AIR BUNGA-C RUTE WANA KALTIM LESTARI – GANI MULYA DI SANGKULIRANG

Abstract

The purpose of this study are To find out and analyze the influence of: 1) Product quality factors on consumer satisfaction in using the KM Air Bunga-C crossing transportation service, the WKL-GM route. 2) Price factor on consumer satisfaction in using the KM Air Bung-C crossing transportation service, the WKL-GM route. 3) Service quality factors on consumer satisfaction in using the KM Air Bunga-C crossing transportation service, the WKL-GM route. 4) Product quality factors, price and service quality together to influence consumer satisfaction in using the KM Air Bunga-C crossing transportation service WKL-GM route.

This research was conducted only on consumers who used the KM Air Bunga-C crossing transportation service on the WKL-GM route. Samples taken as many as 96 respondents with the purposive sampling method. Data collection techniques using field research and library research.

The results showed that 1) Product quality variable has a significant positive effect on consumer satisfaction. 2) The price variable has a significant positive effect on consumer satisfaction. 3) The service quality variable has a significant positive effect on customer satisfaction. 4) The variables of product quality, price and service quality together have a significant effect on the price variable which has a significant positive effect on customer satisfaction