How Service Quality and Price Fairness Drive Customer Satisfaction in Distribution Services

Customer satisfaction in competitive distribution markets increasingly depends on service performance and price fairness, making both factors important to sustain positive customer evaluations. The study aims to analyze the influence of service quality and price on customer satisfaction at PT. Mitra Niaga Distribusindo in Bogor. Quantitative methods were used. A purposive sampling technique was used to select a sample of 46 respondents. The instrument was a Likert scale questionnaire with 1-5 validity and reliability tests. Data were analyzed using multiple linear regression. Partially, service quality and price have a positive and significant effect on customer satisfaction. Together, both variables significantly affect customer satisfaction. This study implies that companies should improve service quality consistency and optimize pricing strategies to sustain customer satisfaction.