PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA USAHA KERUPUK RAMBAK KECAMATAN KETAHUN BENGKULU UTARA

This study aims to determine the effect of service quality and price on customer satisfaction in the Rambak cracker business, Ketahun District, North Bengkulu. This research uses quantitative research methods. The population in this study is Kerupuk Rambak Customers, Ketahun District, North Bengkulu, with the sampling method using the Purposive Sampling method in carrying out the research, respondents obtained randomly, amounting to 70 people. In this study using data collection methods by means of observation and distributing questionnaires or questionnaires. The data that has been collected is then processed using instrument tests, Respondents Response Analysis, Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination (R2) and also Test Hypothesis t and hypothesis f. Based on the results of Multiple Linear Regression Analysis obtained the formulation Y = 2.098 + 0.464 (X1) + 1.061 (X2), the coefficient of determinant R2 = 0.772 or 77.2% while the remaining 0.228 or 22.8% is influenced by other variables that are not included in the model this research. The results of the tests that have been carried out can be seen that the Service Quality variable (X1) shows a tcount of 5.341 > t table 1.667 with a significant level of 0.000 < 0.050, and the Price variable (X2) shows a tcount of 7.595 > t table 1.667 with a significant level of 0.000 < 0.050. The results of the F test show a significance value of F, which is 0.000 less than 0.050 and Fcount greater than Ftable, 117.587 > 3.133. From the results of data management, it can be concluded that service quality and price partially or simultaneously have a positive and significant effect on customer satisfaction. Keywords: Service Quality, and Price, Customer Satisfaction