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ANALISIS PENGARUH HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN: (SERVICE CENTER AUTO 2000 BANDUNG)

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ABSTRACT ANALYZES THE EFFECT OF PRICE, LOCATION AND QUALITY OF SERVICE TO CUSTOMER SATISFACTION: (SERVICE CENTER AUTO 2000 BANDUNG) Written by: Heri Siswato NIM: 1431037 The purpose of this study was to analyze the effect of price, location and quality of service to customer satisfaction: (Service Center Auto 2000 Bandung). The method used in this research was descriptive method. Purposive sampling method was the method used for sampling in this study. Samples of this research was 40 respondents. From the analysis of the data obtained correlation coefficient (r) = 0.289, shown that there was a low correlation between variables devendent to variable independent. Classic assumption test proved that the multikolinearitas test did not occur multicollinearity, heteroscedasticity test did not occur heteroscedasticity and normality test proved to meet the assumption of normality. From the test results of multiple linear regression, regression coefficient values obtained in price by -0.10 negative value means that if the perception of the higher price may go up, then customer satisfaction would be declined, the value of the location variable regression coefficient for 0.242 was positive means that if the perception of the site getting better, then customer satisfaction would increase and the value of service quality variables regression coefficient for 0.077 was positive means that if the perception of service quality was getting better, then customer satisfaction would be increase. T- test for price variables obtained t value -0.112 < t table 2.021, for a variable location values obtained t value 1.667 < t table 2.021 and for the service quality variable obtained t value 0.539 < t table 2.021 so that in partial price, location and quality of service did not affect customer satisfaction. Then through the F test obtained F count of 1.097 and F table at 2.45, because the value of F arithmetic 1.097 < F table 2.45, the three variables of price, location and quality of service simultaneously did not affect customer satisfaction. R Square of 0.084 showen that 8.4%, variable customer satisfaction cold be explained by the three independent variables in the regression equation, while the remaining 91.6% influenced by other factors outside of the study. Keywords: Price, Location, Service Quality and Customer Satisfaction