PENGARUH PERSEPSI HARGA, KUALITAS LAYANAN, CITRA PERUSAHAAN, DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Bengkel AHASS Cendana Cepiring, Kabupaten Kendal)

Abstract

This study aimed to examine the effect of the perception of price, quality of service, corporate image and confidence of customer satisfaction on customer AHASS Workshop Cendana Cepiring, Kendal. This study is a survey using a questionnaire as an instrument. The population in this study is the customer Workshop AHASS Cendana Cepiring, Kendal. The sampling of 100 respondents. Samples used in the population is infinite (infinite population) and using purposive sampling technique. Analysis techniques using Statistical Product and servise Solutions (SPSS) version 20, and the analytical tool used in this study include some tests namely: validity and reliability, normality test, the hypothesis F (simultaneously) and t test (partial) and ujideterminasi (R²). Results of analysis using multiple linear regression showed that the variables perception of price, quality of service, corporate image and confidence significant positive effect on customer satisfaction at Cendana AHASS Workshop Cepiring, Kendal. Keywords: perception of price, quality of service, corporate image, trust and customer satisfaction.