The Influence of Service Quality and Price on Customer Satisfaction at CV Harvi Berkah Jaya

Abstract

This study aims to analyze the effect of service quality and price on customer satisfaction at CV Harvi Berkah Jaya. The background of this study is based on the importance of customer satisfaction in maintaining business continuity amidst increasingly fierce competition. Service quality and price are factors suspected of influencing the level of customer satisfaction in purchasing school supplies at CV Harvi Berkah Jaya. This study uses a quantitative method with an associative approach. The study population is all customers of CV Harvi Berkah Jaya, with a sample of 50 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of the SPSS version 25 program. The results showed that service quality has a positive and significant effect on customer satisfaction with a significance value of 0.000 <0.05 and a calculated t value of 4.382 > t table 2.011. Price does not have a significant effect on customer satisfaction with a calculated t value of 1.744 < t table 2.011. Simultaneously, service quality and price have a positive and significant effect on customer satisfaction, with a calculated F value of 36.519 > F table 3.195 and a significance value <0.05. The coefficient of determination (R²) of 0.608 indicates that service quality and price can explain 60.8% of the variation in customer satisfaction, while the remaining 39.2% is influenced by other factors outside the study. The results of this study indicate that service quality is the main factor influencing customer satisfaction at CV Harvi Berkah Jaya.