Pengaruh Faktor Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Toko Automart Jakarta Pusat
Abstract
Abstract.
In the world of automotive retail business, competition between stores is getting tighter, especially
car accessories shopping centers, which is currently followed by the emergence of modern car
accessories shopping centers in shopping centers located in Central Jakarta in the last 5 years.
Customers have a wide choice of stores offering a variety of automotive products at varying prices
and quality, as well as a variety of services. Automart Store sales over a period of 5 years have
started to increase from previously being stable in the middle of the Automart Store sales data flow
chart. In an effort to maintain customer loyalty, stores like Automart need to pay serious attention to
several key factors that influence customer satisfaction, namely price, product quality and service
quality. The variables studied consist of three independent variables, namely price, product quality
and service quality, as well as one dependent variable, namely customer satisfaction. The method
448|Jurnal Administrasi Bisnis Vol 5 No 5 Oktober 2025
used in this research is to use a quantitative method to process data obtained from the research
location in the form of numbers. The data collection method uses a questionnaire by distributing
questionnaires to customers of the Jakarta Automart Store who have shopped and the data obtained
from this study are as many as 140 customers of the Jakarta Automart Store who came to shop.
Data collection techniques using Validity and Reliability Tests. Data analysis test using multiple linear
regression. Hypothesis testing techniques use partial tests and simultaneous tests. The results of the
study show that price, product quality and service factors simultaneously have a significant influence
on customer satisfaction. This shows that simultaneously the magnitude of the Price Factor, Product
Quality and Service Quality on Customer Satisfaction is 0.480 or 48.0%. Meanwhile, the remaining
52.0% is determined by other variables.
Keywords: Compensastion, Work Enviroment, Employee Morale
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