The Effect Of Service Quality And Price On Consumer Satisfaction (Case Study Of Consumers At Sukajaya Store, Ciawi Market, Tasikmalaya Regency)

This study aims to determine and analyze the influence of service quality and price on customer satisfaction at Toko Sukajaya, Ciawi Market, Tasikmalaya Regency, both simultaneously and partially. The study employs a quantitative approach with a causal research design. The population consists of all Toko Sukajaya customers, while the sample was selected using purposive sampling, resulting in 100 respondents. Data were collected via questionnaires and analyzed using descriptive analysis, validity and reliability tests, the Method of Successive Intervals (MSI), classical assumption tests, multiple linear regression analysis, correlation coefficient analysis, the coefficient of determination, the F-test, and the t-test. The results indicate that service quality and price simultaneously have a positive and significant influence on customer satisfaction. Partially, service quality has a positive and significant influence on customer satisfaction. Similarly, price has a positive and significant influence on customer satisfaction. The coefficient of determination (R²) is 0.620, indicating that 62% of customer satisfaction can be explained by service quality and price, while the remaining 38% is influenced by other variables not examined in this study.