PENGARUH HARGA, PELAYANAN DAN FASILITAS TERHADAP KEPUASAN PELANGGAN ALFAMART

Abstract

The purpose of this study is to find out the influence of prices, services and facilities on customer satisfaction. The type of research used is a method of analysis of descriptions that gives an overview of each variable about the object of research being studied and then drawn conclusions. The population in this study is all customers alfamart Toko Sat Villa Taman Bunga Batam. The method used for sampling is by purposive sampling technique method with so that the samples that can be taken from this study numbered 50 customers. Based on the results of the processing of research data shows the influence of prices, services and facilities on customer satisfaction at Alfamart Toko Sat Villa Taman Bunga Batam. Based on the price research has no effect on customer satisfaction with t count of -0.914 sig 0.365, service has no significant effect with thitung 1,619 sig 0.112 and Facilities significantly influential with t count 3,429 sig 0.001. Simultaneously significant effect with the value of f count 6105 sig 0.001. The result of the value of R square (R)2 = 0.285. The value of R square is derived from the square of the coefficient value or R that is, 0.534 x 0.534 = 0.285. from these results can be concluded that variable prices, services and facilities simultaneously affect customer satisfaction by 28.5% and while the remaining 71.5% is explained by other variables that are not thorough or included in this study.