Pengaruh Atribut Produk, Harga, dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Produk Daihatsu Sigra (Studi pada PT. Daya Adicipta Wihaya Medan)

Abstract

This research aims to determine the influence of product attributes, price and service quality on customer satisfaction for Daihatsu Sigra products (Study at PT. Daya Adicipta Wihaya Medan). This research is associative research and the type of data used is quantitative data. The population of this research is customers of PT. Daya Adicipta Wihaya Medan who bought a Daihatsu Sigra car in 2021-2023. The sample in this study amounted to 88 respondents taken using nonprobability sampling techniques with a purposive sampling approach. Data analysis used Multiple Linear Analysis. The data was processed statistically using the SPSS for Windows program, namely the t test model, F test, and determinant coefficient (R2). The results of this research show that simultaneously Product Attributes, Price, and Service Quality have a positive and significant effect on Customer Satisfaction of Daihatsu Sigra Products (Study at PT. Daya Adicipta Wihaya Medan). Partially, each of the Product Attribute, Price, and Service Quality variables has a positive and significant effect on Customer Satisfaction for Daihatsu Sigra Products (Study at PT. Daya Adicipta Wihaya Medan).