PENGARUH HARGA TERHADAP KEPUASAN KONSUMEN DENGAN KUALITAS PELAYANAN SEBAGAI VARIABEL MODERATING (Survey pada Konsumen PT. Astra Internasional Daihatsu Sales Operation Cabang Pondok Pinang)

Abstract

This study aims to determine the effect of price, service quality and customer satisfaction of PT. Astra International Daihatsu Pondok Pinang branch. Data was collected through a questionnaire distributed to 100 respondents. Data were analyzed using statistical analysis description and SPPS Software IBM Version 21. Data obtained, results (1) Price has a significant positive effect on customer satisfaction (2) Service quality has a significant positive effect on customer satisfaction (3) Service quality moderates price on satisfaction customer. Keywords: Price, Service Quality, Consumer Satisfaction