Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Pada Toko Asan Sepatu Sisingamangaraja

Abstract

The world's fastest-growing businessesis a challengeanda threat tobusinessesin order towin the competitionandmaintainthe viability oftheir business. Customer satisfactionis paramountthatusedtoattractfuturecustomerstoday.To attractcustomers requireda satisfactory priceandgood quality servicesthatcanlead tothe satisfactionofthe consumer. Seeing thesuccess of the businessdependsonthe buyer, thenthe business mustestablisha good relationshipwithcustomersthrough the provision ofservicesandaffordable pricesto satisfy customers. Prices can be defined number of things that are exchanged in barter or sale, in order to obtain something other. Quality of service is the overall traits and characteristics of a product or service in terms of its ability to meet the needs that have been determined or latent, with emphasis on the orientation meeting customer expectations for a gain suitability for use. customer satisfaction is the top customer response fulfillment. This studyaims to determinethe effect of priceandqualityof serviceto customer satisfaction, especially customers inAsanShoeStore, which is locatedon Jl. Singamangaraja-Simpang lemonade, Medanengaged in theRetailwhichsellsvarioustypes ofshoes. This study isa direct(field). The data used areprimary datacollectedthroughquestionnaires, interviewsandobservation. While thesample selectionusingpurposivesamplingmethod. The data were analyzedquantitativelyby usingmultiple regression analysis. This study concludes that the variables of price and service quality and significant positive effect on customer satisfaction Asan Shoe Stores. Results of these tests produce the coefficient of determination (R2) of 0.467 which means that the price and quality of service capable of influencing customer satisfaction Asan Shoe Stores That is 46.7%. That is, the price and quality of service are not the only variables that affect customer satisfaction, but there are other variables besides mempengaaruhi independent variable in this study.