PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN KLINIK GRIYA CANTIK dr. DIAN

Customer satisfaction is one of the most important things for a company. In this case, customer satisfaction can be a guide for companies to move forward through the experiences provided by consumers after receiving their services. The existence of dissatisfaction from consumers will make them reluctant to return to using the services offered by the company, which will threaten the sustainability of the company. On the other hand, if a company can create optimal customer satisfaction, it will make consumers happy and intend to use their services again so that they can share their good experiences with using their services to other people. This research aims to analyze the influence of service quality and price on customer satisfaction. The type of research used is quantitative. The data collection technique used was a questionnaire. The population in this research is all consumers of dr. Dian, namely 459 people in 2023. The sample in this study was calculated using the Slovin formula and obtained 82 respondents. The sampling technique used in this research is simple random sampling. The data analysis technique used is multiple linear regression analysis. The research results show that service quality influences consumer satisfaction, price influences consumer satisfaction, service quality and price influence consumer satisfaction. The implication of this research is that service quality and price can increase consumer satisfaction which will ultimately increase company revenue, so that companies are expected to be able to optimize these two variables.

Keywords: Price, Consumer Satisfaction, Service Quality.