The Effects of Service Quality And Product Price on Customer Satisfaction at Lotte Grosir Yogyakarta

This research aimed to examine the effects of (1) service quality on customer satisfaction, (2) product price on customer satisfaction, and (3) service quality and product price on customer satisfaction. This research was conducted at Lotte Grosir Yogyakarta. The participants were 100 customers who were randomly selected. Data were collected by distributing questionnaires that had been tested for validity and reliability. The analytical method used is multiple regression analysis. This analysis was used to determine the simultaneous and partial influence of the dependent variable and the independent variable. The research results show that (1) service quality has a negative effect on customer satisfaction, (2) product price has a negative effect on customer satisfaction, and (3) service quality and product price simultaneously have a negative effect on customer satisfaction.