Pengaruh Kualitas Pelayanan, Customer Relationship Management Dan Persepsi Harga Terhadap Kepuasan Pelanggan di UD. Dwi Putra Pasar Krian Tahun 2023. (The Effect of Service Quality, Customer Relationship Management and Price Perception on Customer Satisfaction at UD. Dwi Putra Pasar Krian).

Firmansyah, Rivaldi Dwi (2023) Pengaruh Kualitas Pelayanan, Customer Relationship Management Dan Persepsi Harga Terhadap Kepuasan Pelanggan di UD. Dwi Putra Pasar Krian Tahun 2023. (The Effect of Service Quality, Customer Relationship Management and Price Perception on Customer Satisfaction at UD. Dwi Putra Pasar Krian). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine and analyze: the effect of service quality, customer relationship management and price perception on customer satisfaction at UD Dwi Putra Pasar Krian partially or simultaneously. In this study, the population is all customer of UD Dwi Putra Pasar Krian totaling 150 customers with sampling using quota sampling technique. The data analysis technique used multiple linear regression while the hypothesis testing used the F test and t test. The results showed that: (1) The multiple linear regression equation model produced was Y = 0.406 X1 + 0.280 X2 + 0.292 X3, which means that the independent variables (service quality, customer relationship management and price perception) have a positive influence on the dependent variable (customer satisfaction). (2) The result of the coefficient of determination test (R2 ) is 0.848, which means that 84.8 percent of customer satisfaction can be explained by variables of service quality, customer relationship management and price perception, while the remaining 15.2 percent is influenced by other variables. (3) The results of the F test and t test are explained as follows: (a) there is a significant effect of the service quality customer satisfaction as evidenced by the t test value of 5.276 and a significance value of 0.000 < 0.05, (b) there is a significant effect of customer relationship management on customer satisfaction as evidenced by the t test value of 3.795 and a significance value of 0.000 <0.05, (c) there is a significant effect of price perception on customer satisfaction as evidenced by the t test value of 4.347 and a significance value of 0.000 <0.05 and (d) there is a significant effect of service quality, customer relationship management and price perception on customer satisfaction as evidenced by the F test value of 203.171 and shows a significance value of 0.000 <0.05.

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