PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI AUFA DEKORASI RIAS PENGANTIN BINJAI

Abstrak

The purpose of this study was to determine and analyze the influence of prices and Quality Service to Customer Satisfaction Aufa Bridal Makeup Decoration. This research is a type of quantitative research that aims to analyze the relationship between one variable and another or how a variable affects other variables. The population in this study were consumers of Aufa Bridal Makeup Decorations. The sampling method uses a quantitative method with a total sample of 60 people. Data processing was carried out on SPSS version 22. The results of this study partially show that price has an effect onSatisfaction consumers who proved with count > t table of 2.140 > ttable 2.001 and for service quality has an effect on consumer satisfaction as evidenced by tcount> ttable of 5.178 > ttable 2,001. Meanwhile, the price and service quality variables simultaneously influence consumer satisfaction, as evidenced by the calculation results count > ftable that is equal to 93.256 > ftable 2.77. which means simultaneously the price and service quality variables affect consumer satisfaction. Based on the results of the research conducted, it can be concluded that the variables Price and Service Quality contribute 75.8% to Consumer Satisfaction while the rest is influenced by other variables