PENGARUH HARGA, KUALITAS, DAN KERAGAMAN PRODUK TERHADAP CUSTOMER SASTIFACTION PADA PT. BERKAT IMAN MESIN DI JAWA TENGAH

Abstract

 product quality on the customer satisfaction of PT. Berkat Iman Mesin. The population applied in this study are all customers of Pt. Berkat Iman Mesin in the last 3 months, while the sample studied was 286 customers from all branch areas of PT. Berkat Iman Mesin in order to obtain research results that are objective and able to describe the actual situation. The data collection technique in this study was carried out by distributing questionnaires or questionnaires using Likert scale instruments. The research variables used by researchers are product diversity variables, product prices, and product quality as independent variables and customer satisfaction variables as dependent variables. Furthermore, the authors processed the research data using SPSS 23 for Windows software to obtain significant conclusions based on the research results. Based on hypothesis testing that has been calculated using the SPSS software, it can be concluded that the results of this research are that product diversity has an effect on customer satisfaction. Meanwhile, product price and product quality show that these variables have no effect on customer satisfaction because customers prefer product quantity over price and quality.