Pengaruh Harga, Fasilitas, dan Kualitas Pelayanan terhadap Kepuasan Pelanggan (Studi pada Pengguna Jasa Bioskop Cinema XXI di Centre Point Kota Medan)

Abstract

Watching movies is an alternative entertainment that is often chosen when feeling tired or bored with all the routines and ways to relieve stress from daily work. Among the many companies providing cinema services, it is necessary for companies to provide the best service for their customers so that the company can survive and excel to attract many customers, especially Cinema XXI Center Point Medan City which is located in a strategic place in the middle of Medan City. This study aims to determine the effect of price, facilities, and service quality on customer satisfaction studies on users of Cinema XXI Center Point Medan City services. The effect between price, facilities and service quality will be analyzed partially and simultaneously on customer satisfaction of Cinema XXI Centre Point Medan City service users. The form of research used in this study is quantitative research with an associative approach. Sampling was done through purposive sampling technique and used 100 respondents as samples. Primary data used in this study were obtained by distributing questionnaires via google form using a likeart scale, while secondary data were obtained through literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing using SPSS. The Results of this research show that the price variable (X1) has a significant effect on customer satisfaction (Y) on users of cinema XXI cinema services at Center Point Medan City, the facility variable (X2) has a significant effect on customer satisfaction (Y), the service quality variable (X3) has a significant effect on customer satisfaction (Y) on users of cinema XXI cinema services at Center Point Medan City, and based on the results of the coefficient of determination or R Square value also shows that the customer satisfaction variable of 70.2% can be explained by price, facilities and service quality, the remaining 29.8% is influenced by other variables not discussed in this study.