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PENGARUHKUALITAS PELAYANAN DAN HARGATERHADAP KEPUASAN KONSUMEN DI ALFAMART PARONGPONG

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ABSTRACT THE INFLUENCE OF QUALITY SERVICE AND PRICE TOWARD COSTUMER SATISFACTION Written by: Hedwin Marshall Smith Simalango NIM: 1631036 The purpose of this research was to see if the influence of quality serviceand price had either a partial or simultaneous effect towardscostumer satisfaction in Alfamart Parongpong.The population that was used were respondents that were the costumer in Alfamart Parongpong with an amount of 100 fixed costumer. The analysis used in this study includes descriptive analysis with 3.82 good service quality, 3.76 good price and 3.89 good consumer satisfaction. Correlation coefficient analysis between service quality and customer satisfaction R = 0.467 means that the relationship between sedan tcount> ttable means significant effect with Kd = 21.8%, the correlation coefficient between price and customer satisfaction R = 0.578 means the relationship is being tcount> ttable significant effect with Kd = 33.4%. Simultaneous results of service quality and price on customer satisfaction of 0.00 have an influence and y = 6.328 + 0.138X1 + 0.578X2 have a significant effect. Key Word : Quality Services, Price, Costumer Satisfaction