The impact of price on customer satisfaction at pt jaya abadi chandra kartika

Shenjaya, Giorvano (2019) The impact of price on customer satisfaction at pt jaya abadi chandra kartika. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this world of extreme competition, companies with a total focus on customer are going to be the winner. Companies must understand the importance of customer satisfaction and then build process around it. A satisfied customer will be a loyal customer.Price is a very important determination for the marketer, because if the price is so high, the potential buyer will disappear. While, Customer Satisfaction is a feeling of a person determined by the level of the fullfillment or expectations by the product by an evaluation process. The research methods used are quantitative, descriptive and casual approach through questionnaires to 58 customers, which are obtained by using cencus sampling. The data are analyzed by descriptive statistics, validity test, reliability test, normality test, correlation coefficient, determination test, linear regression analysis and z-test. Based on the results of hypothesis testing, it can be concluded that price affects customer satisfaction at PT Jaya Abadi Chandra Kartika.The zcount (5.07) ishigherthanztable (1.96) and H0 is rejected and Ha is accepted.As a conclusion, price has impact towards customer satisfaction at PT Jaya Abadi Chandra Kartika Medan.To increase customer satisfaction level at PT Jaya Abadi Chandra Kartika, company must give attention especially on the price.

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