PENGARUH SERVICE EXCELLENCE DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA BENGKEL ZUL KELUARGA JAYA PEMATANG SIANTAR

Abstrak

The purposes of this study are: 1. To find out the description of service excellence and price and customer satisfaction at Zul Family Workshop, Pematang Siantar. 2.  To find out service excellence and price on customer satisfaction at Zul Family Workshop Pematang Siantar both simultaneously and partially. The research method used is qualitative analysis and quantitative analysis. The  study uses a library research design and field research. The population in this study were 35 consumers who came to repair cars during September. The types of data used in this research are qualitative and quantitative data. Sources of data used are primary data and secondary data. Data was collected by means of questionnaires, interviews and documentation. Test the research instrument used to tesr the validity and reliability test. The data analysis technique used is normality test, qualitative descriptive analiysis and quantitative descriptivevanalysis. The results of this study can be concluded as follows: 1. Service excellence, price and customer satisfaction are good. 2. There is a positive influence between service excellence and price on consumer satisfaction. 3.  There is a strong relationship between service excellence and price on consumer satisfaction. Then the level of consumer satisfaction can be explained by service excellence and price. 4.  Hypothesis test results: H0 is rejected, meaning that there is a positive and significant influence of service excellence and price on customer satisfaction both simultaneously and partially.