The influence of price and product quality towards customer satisfaction at PT. Samudera Atlantik Jaya Medan Tembung

Natalie, Silvi (2022) The influence of price and product quality towards customer satisfaction at PT. Samudera Atlantik Jaya Medan Tembung. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer satisfaction in a company plays an important part in the company sales, when the customer is satisfied then the sales will increase too. The two main elements which influence customer satisfaction are price and product quality. The purpose of this skripsi is to conduct research on the influence of price and product quality towards customer satisfaction at PT. Samudera Atlantik Jaya Medan/Kepuasan pelanggan dalam sebuah perusahaan memegang peranan yang penting dalam nilai penjualan perusahaan, ketika pelanggan merasa puas maka nilai penjualan juga akan bertambah. Dua faktor utama yang mempengaruhi kepuasan pelanggan adalah harga dan kualitas produk. Tujuan penelitian ini adalah untuk melakukan serangkaian penelitian terhadap pengaruh harga dan kualitas produk terhadap kepuasan pelanggan pada PT. Samudera Atlantik Jaya Medan Tembung. Penulis menggunakan metode pendekatan kuantitatif untuk menemukan pengaruh harga (variabel X1) dan kualitas produk (variabel X2) terhadap kepuasan pelanggan (variabel Y) pada PT. Samudera Atlantik Jaya Medan Tembung. Untuk penelitian ini, penulis menggunakan metode sampel acak sederhana, dimana setiap anggota populasi diberikan kesempatan yang sama untuk dipilih sebagai sampel. Ada 35 responden yang diberikan daftar pertanyaan. Namun sebelum dilakukan penelitian, penulis akan melakukan tes pendahuluan pada pelanggan di PT. Berkat Internusa. Ada 8 tes analisis data yang digunakan di dalam penelitian ini, antara lain tes validitas, tes reliabilitas, statistik deskriptif, tes normalitas, tes linearitas, test korelasi koefisien, tes determinasi dan tes hipotesis. Berdasarkan hasil penelitian, nilai korelasi koefisien harga terhadap kepuasan pelanggan adalah 96.5% dan kualitas produk terhadap kepuasan pelanggan adalah 96.8%. Hasil tes hipotesis (t-tes) menunjukkan bahwa harga memiliki pengaruh positif dan lebih besar dibandingkan dengan kualitas produk terhadap kepuasan pelanggan pada PT. Samudera Atlantik Jaya Medan Tembung Tembung. The writer uses quantitative descriptive in this research to find the influence of price (variable X1) and product quality (variable X2) towards customer satisfaction (variable Y) at PT. Samudera Atlantik Jaya Medan Tembung. For this research, the writer uses simple random sampling, where members of the population are given the same chance to be able to be chosen as sample. There are 35 respondents who will be given questionnaires. however, before doing the research, the writer will conduct preliminary test on the customers of PT. Berkat Internusa. There are eight data analysis tests that will be used in this research, which are validity test, reliability test, descriptive statistic, normality test, linearity test, coefficient correlation test, determination test and hypothesis test. Based on the test results, the coefficient of determination of price towards customer satisfaction is 96.5% and product quality towards customer satisfaction is 96.8%. The hypothesis test (t-test) results show that price has a more positive and significant influence than product quality towards customer satisfaction at PT. Samudera Atlantik Jaya Medan Tembung.

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