The Efforts to Create Customer Satisfaction Based on Product Quality, Service Quality and Perceived Pricing (Empirical Study on Customers of the ILUFA Tembalang Cell Phone Accessories Store)

Umi Nur Arofah; Alimudin Rizal Rivai

doi:10.35315/icms.v2i1.9437

Umi Nur Arofah Universitas Stikubank Semarang
Alimudin Rizal Rivai

DOI: https://doi.org/10.35315/icms.v2i1.9437

Keywords: product quality, service quality, price perception, customer satisfaction

Abstract

The focus of this study is to analyze customer satisfaction based on product quality, service quality and Perceived Pricing. The population and sample in this study were buyers of cellphone accessories at the Ilufa Tembalang store. The data used is primary data with a questionnaire collection method via Google Form. Data analysis using multiple linear regression analysis. The sample used was 100 respondents who were processed using SPSS 26 based data. The population in this study were cellphone accessories customers who had been to the ilufa store. The results of this research show that product quality, service quality and Perceived Pricing have a positive and significant effect on customer satisfaction. The most dominant variable influencing customer
satisfaction is Perceived Procing.