PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN WALI MURID PADA LEMBAGA PAUD AR-RIDHO, DI KEC. CIBUNGBULANG, BOGOR

Abstract

This study aims to produce information in the form of a more in-depth
explanation of the influence of service quality and price on customer
satisfaction. And obtain results from processed data about how much
influence service quality and price have on customer satisfaction.
The method used in this study is descriptive and verification
with a population and sample of 32 parent’s respondents, processing
data using the SPSS Version 25 application.
Journal homepage: http://ijefbm.stiembi.ac.id/index.php/ijefbm
Indonesia Journal Economic, Finance, Business and Management  102
The results of the regression equation are Y = 9.572 + 0.299X1
+ 0.472X2 + e, using the multiple regression analysis method. The
results of the Hypothesis Testing, obtained that the service variable has
a value of sig < 0.05, which is 0.010, which means it is significant. The
result of T-count = 2,738 > T-table = 1,697. Then the service variable is
positively and significantly related tocustomer satisfaction and the
service variable has a value of sig < 0.05, which is 0.000 which means
significant. The result of T-count = 4,525 > T-table = 1.697. Then the price
variable is positively and significantly related tocustomer satisfaction.
Simultaneously, the variables of service and price can have a positive
effect on customer satisfaction with a calculated F-value of 30,854 > Ftable of 3.29 with a significant level of 0.00 < 0.05. So the results of
hypothesis testing are: H1, H2, H3 accepted and H0 rejected. The
results of the correlation coefficient obtained that the r value of service=
0,674 and the r value of the price = 0,773 this means that there is a strong
and positive relationship which indicates that increasing serviceand
the price in general can improve customer satisfaction. The result of KD
(R^2) = 0,658. This means that 65,8% of the independent variables,
namely serviceand price, can be explained by the dependent variable,
namelycustomer satisfaction. The remaining 34,2% is explained by
other factors not examined by this study.