Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan pada Anita Wedding Organizer di Kota Metro

Susi Yulianti; Nur Syamsiyah; Yuyun Yunarti

doi:10.30640/ekonomika45.v13i2.6493

Authors

Susi Yulianti Universitas Islam Negeri Jurai Siwo Lampung
Nur Syamsiyah Universitas Islam Negeri Jurai Siwo Lampung
Yuyun Yunarti Universitas Islam Negeri Jurai Siwo Lampung

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6493

Keywords:

Customer Satisfaction, Price, Product Quality, Service Quality, Wedding Organizer

Abstract

This study aims to analyze the influence of product quality, service quality, and price, both partially and simultaneously, on customer satisfaction at Anita Wedding Organizer in Metro City. The study employed a quantitative approach using a survey method. The research population consisted of 104 customers of Anita Wedding Organizer during the 2023–2025 period. A saturated sampling technique (census) was applied, meaning that the entire population was used as research respondents. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that, partially, service quality has a positive and significant effect on customer satisfaction, with a significance value of 0.004 < 0.05. In contrast, product quality (0.204 > 0.05) and price (0.854 > 0.05) do not have a significant effect on customer satisfaction. However, simultaneously, product quality, service quality, and price have a significant effect on customer satisfaction, with a significance value of 0.018 < 0.05. The coefficient of determination (R²) of 9.5% indicates that customer satisfaction can be explained by these three variables, while the remaining 90.5% is influenced by other factors outside the research model. These findings suggest that service quality is the primary factor in creating customer satisfaction. Therefore, Anita Wedding Organizer should prioritize improving service professionalism and providing added value to customers.

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