Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada PO Sinar Jaya Megah Langgeng (Studi Kasus Rute Bekasi-Yogyakarta)

Indriyani, Fanni (2025) Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada PO Sinar Jaya Megah Langgeng (Studi Kasus Rute Bekasi-Yogyakarta). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of price and service quality on customer satisfaction at PO Sinar Jaya Megah Langgeng (Case Study of the Bekasi-Yogyakarta Route). This study uses a quantitative research design. The population in this study were regular customers of PO Sinar Jaya Megah Langgeng from 2023-2025. The number of samples in this study was 100 respondents with a purposive sampling technique, using the main criteria, namely respondents who are customers of PO Sinar Jaya Megah Langgeng, male, aged 20-40 years, have employment or education status and are domiciled in Bekasi City. The results of the study showed that partially, the price variable had a significant effect on customer satisfaction, as indicated by a value of 3.427 (t-count)> 1.98472 (t-table) and with a significance value of 0.001 <0.05. Likewise, the customer satisfaction variable partially has a significant effect on customer satisfaction with a value of 3.775 (t-count) > 1.98472 (t-table) and with a significance value of 0.001 < 0.05. Simultaneously, these two variables also have a significant effect on customer satisfaction with a value of 18.327 (f-count) > 3.09 (f-table) and with a significance value of 0.001 < 0.05, which indicates that both variables together have a significant effect on customer satisfaction. This study proves that price and service quality have an effect on customer satisfaction at PO Sinar Jaya Megah Langgeng (Case Study of the Bekasi-Yogyakarta Route).

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