Influence of Product Quality, Price and Services Quality towards Customer Satisfaction at the Auto-Detailing Workshop

Abstract

The primary purpose of this research is to examine the effect or influence of product quality price and services quality towards customer satisfaction either partially or simultaneously. The research population is customers of HD Car Care in the Bekasi region, with a sample size of 120 respondents that were selected using judgmental sampling. The research employs multiple linear regression analysis. According to the data analysis results, only product and service quality significantly influence customer satisfaction. Quality of product is the main influential towards customer satisfaction. The price has no substantial influence on customer satisfaction, although product quality, quality services, and price all impact customer satisfaction. The product's quality is the dominant factor in this study. The adjusted coefficient of determination of R square of 0,987 suggests that product quality, service quality, and price can explain 98,7% of the variable of satisfaction, while the remaining 1,33% is explained by another variable not explored.