effect of service quality and coal price perceptions on customer satisfaction at PT Bukit Asam, TBK

This study aims to analyse the effect of service quality and price perception on customer satisfaction of PT Bukit Asam Tbk. As one of the largest coal mining companies in Indonesia, customer satisfaction is a critical aspect to maintain market share in the midst of intense competition. The research was conducted using quantitative methods using questionnaires to customers in several operational units. The sample used in this study was 100 respondents with purposive sampling method. The results of multiple linear regression analysis show that service quality and perceived coal prices have a positive and significant effect on customer satisfaction. These findings indicate the importance of improving services and adjusting prices in accordance with customer expectations to maximise customer satisfaction and loyalty.