Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan di PT. Astra Internasional Tbk Honda Sales Operation Cabang Sukabumi

Abstract

The research conducted has the objective of detecting service quality at the same
price on customer satisfaction at PT. Astra International Tbk_Honda Sales
Operation Sukabumi Branch. The associative method with a quantitative approach
is used by researchers according to their goals. The population is all customers
buying spare parts at PT. Astra Internasional Tbk_Honda Sales Operations for the
Sukabumi Branch during April-May 2021 totaled 250 people and a sample of 72
respondents was obtained. The sampling technique in this study used a simple
random sample. Methods of analysis include data quality tests, analysis
prerequisite tests, multiple linear regression analysis tests, KD analysis and
hypothesis testing proposed with the SPSS version 24 statistical application. The
result is that service quality and price both partial and simultaneous are detected
to have a significant impact on customer satisfaction in PT. Astra International
Tbk_Honda Sales Operation Sukabumi Branch.