The effect of service quality, product quality, and price on customer satisfaction at PT Global Cipta Kreasindo, Jakarta

Halim, Claudia (2022) The effect of service quality, product quality, and price on customer satisfaction at PT Global Cipta Kreasindo, Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Global Cipta Kreasindo is a company engaged in garment, convection, embroidery, screen printing. The company experienced a decrease in customer satisfaction. The purpose of this study to see the problems experienced of service quality, product quality and price in effect to customer satisfaction. Customers will be satisfied if their evaluation show that the products they use are of good quality, customers will be satisfied if receive good service or as expected, and good product quality with low price will provide more high value to customers. Quantitative research with descriptive and causal study are used to analyze the sample of 136 customers. The respondents are customers of PT Global Cipta Kreasindo are taken using probability sampling criteria using proportionate sampling. Distribution of the questionnaires conducted has passed the validity and reliability test. The data tested also passed the normality test, multicollinearity, heteroscedasticity, and multiple linear regression test. From hypothesis test with the results of the F test (33,347 > 2.44) that service quality, product quality and price simultaneously affect customer satisfaction at PT Global Cipta Kreasindo. It can be recommended to the company, to increase the number of deliveries made so as not to be late in delivering goods to consumers, besides that there is a need for re-checking in strict quality control before being sent, relief payments such as through demand deposits and need to provide easy-to-use media to channel criticism and suggestions from consumers such as through WhatsApp to make it easier to handle. / PT Global Cipta Kreasindo adalah perusahaan yang bergerak di bidang garmen, konveksi, bordir, sablon. Perusahaan mengalami penurunan kepuasan pelanggan. Tujuan penelitian ini untuk melihat permasalahan yang dialami kualitas pelayanan, kualitas produk dan harga berpengaruh terhadap kepuasan pelanggan. Pelanggan akan puas jika evaluasi mereka menunjukkan bahwa produk yang mereka gunakan berkualitas baik, pelanggan akan puas jika mendapatkan pelayanan yang baik atau sesuai dengan yang diharapkan, dan kualitas produk yang baik dengan harga yang murah akan memberikan nilai lebih tinggi kepada pelanggan. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 136 pelanggan. Respondennya adalah pelanggan PT Global Cipta Kreasindo yang diambil dengan menggunakan kriteria probability sampling dengan menggunakan proportional sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier berganda. Dari uji hipotesis dengan hasil uji F (33.347 > 2,44) bahwa kualitas pelayanan, kualitas produk dan harga secara simultan berpengaruh terhadap kepuasan pelanggan pada PT Global Cipta Kreasindo. Dapat direkomendasikan kepada perusahaan, untuk meningkatkan jumlah pengiriman yang dilakukan agar tidak terlambat dalam pengiriman barang ke konsumen, selain itu perlu adanya pengecekan ulang dalam quality control yang ketat sebelum dikirim, pembayaran keringanan seperti melalui giro dan perlu menyediakan media yang mudah digunakan untuk menyalurkan kritik dan saran dari konsumen seperti melalui WhatsApp agar lebih mudah ditangani.

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