Analyzing the Contribution of Price and Service Quality to Customer Satisfaction: A Quantitative Study at PT. Sentralsari Prima Sentosa

Abstract

This article discusses the influence of price and service quality on customer satisfaction, with the background highlighting that business competition demands companies to maintain customer satisfaction as a key to long-term success. The main issue addressed is how pricing strategies and service quality affect customer perceptions and loyalty. The study aims to determine the extent to which price and service quality variables, both individually and simultaneously, impact customer satisfaction. A quantitative approach was used, employing descriptive and verification methods through a questionnaire survey of 105 respondents. The results of multiple linear regression analysis indicate that both price and service quality have a significant and positive effect on customer satisfaction. The coefficient of determination (R²) value of 68.7% suggests that these two independent variables explain a large portion of the variation in customer satisfaction, while the remaining 31.3% is influenced by other factors. These findings emphasize the importance of managing competitive pricing and delivering high-quality service to enhance customer satisfaction.