PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN POINT COFFEE PADA GERAI INDOMARET DI BEKASI

Abstract

This study is motivated by the increasingly fierce competition in the online business sector, which compels companies to offer appropriate pricing and high-quality service to ensure customer satisfaction. Customer satisfaction is a crucial factor influencing the sustainability and growth of a business, including Online Shop Luxencia. This study aims to determine the impact of price and service quality on customer satisfaction at Online Shop Luxencia, both individually and simultaneously. A quantitative research method with a survey approach was employed. Data were collected by distributing questionnaires to Online Shop Luxencia customers, using a purposive sampling technique. Data analysis was conducted using multiple linear regression with the aid of SPSS software. The results indicate that price has a positive and significant effect on customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction. Simultaneously, price and service quality exert a positive and significant influence on customer satisfaction. The findings further reveal that price and service quality contribute to customer satisfaction, while the remaining variance is attributable to factors outside the scope of this study.