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PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA MINIMARKET OMI UNAI

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ABSTRACT EFFECT OF SERVICE QUALITY AND PRICE ON CONSUMER SATISFACTION OF OMI MINIMARKET UNAI Write by: Rajesh Immanuel Dabukke NIM: 1631021 This research aims to determined how the quality of service, price and to determined the influence of service quality and price on customer satisfaction at Omi Unai Minimarket. The method used in this research is descriptive method which is a method that collects data to produced information needed in analyzing existing problems. The method used data collection is by distributing questionnaires to parties related to this research. The scale used is the Likert scale and using Pearson Product Moment correlation. Quality of service at the Omi Unai Minimarket has been carried out, this can be seen from the reliability 3.70, responsiveness 3.59, guarantee 3.31, empathy 3.71, physical evidence 3.36. Price variables can be seen from affordable prices 3.42, prices according to quality 3.56, competitive prices 3.07. And on consumer satisfaction can be seen from conformity with expectations 3.49, repurchase interest 3.53, recommending to others 3.23. Hypothesis testing uses the Pearson Product Moment correlation coefficient formula. From the test results obtained by the correlation coefficient r = 0.765 which shows that there is a positive relationship between service quality with customer satisfaction and t-count 0,000 <0.005, which means that Ha is accepted. Correlation coefficient values indicate o, 677 which states that there is a positive relationship between price and customer complacency and t-count 0,000 <0.005 which means that Ha is accepted. Coofesien value of multiple correlation r = 0.798 which indicated a strong relationships between service quality and price on consumer complacency at Omi Unai Minimarket. The F-count test was 74.534 with a significant value of 0,000 <0.05, then Ho was rejected and Ha was accepted. Keywords: Service quality, price and Consumer satisfaction