Pengaruh Kualitas Pelayanan Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Di Astra Motor Singaraja

Abstrak

This study aims to examine the effect of service quality and customer value both simultaneously and on customer satisfaction at Astra Motor Singaraja dealers. The research design used is causal quantitative research. Determination of the sample in this research is using purposive sampling technique. The number of samples used is 65 respondents. The instrument used in data collection is a questionnaire and the data analysis technique used is multiple linear regression analysis. The results of this study are: (1) Service quality and customer value have a significant effect on customer satisfaction of Astra Motor Singaraja. (2) Customer value has a positive and significant effect on customer satisfaction of Astra Motor Singaraja (3). Service quality has a positive and significant effect on customer satisfaction of Astra Motor Singaraja.