The Effect of Price, Service Quality, Product Quality on Customer Satisfaction at PT. Dynamic Buah Nusantara

Abstract

This study aims to determine the effect of price, service, and product quality on customer satisfaction. Price and product quality can affect customer satisfaction. Consumer satisfaction is judged by the company providing a fair price and entering according to their needs. If the price of an item is expensive, consumers feel that the item is not mandatory to buy, and they become burdened with the cost. Apart from price, product quality also affects customer satisfaction. Because if the price is high, it turns out that the quality of the product provided is damaged or not in accordance with the actual goods, then this becomes a negative value for the company, and consumer confidence decreases. The population in this study are consumers who shop at PT Nusantara Fruit Dynamics. The sampling technique used was accidental sampling method with a sample of 150 respondents. Data analysis using SPSS software. The results of this study indicate that price, product quality, and service quality have a significant effect on customer satisfaction.