PENGARUH KUALITAS PELAYANAN, CITRA PERUSAHAAN, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN PADA LAYANAN SERVICE HP DI WONG GADGET APPLE BANYUWANGI

Abstract

This study aims to determine the effect of service quality, corporate image, price, and promotion on customer satisfaction in mobile phone service at Wong Gadget Apple Banyuwangi. The study used a quantitative approach, distributing questionnaires to 100 respondents who had used mobile phone service at the research location. The research instrument was declared valid and reliable through validity and reliability tests. Data were analyzed using multiple linear regression after undergoing classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests. The results showed that service quality, corporate image, price, and promotion simultaneously had a significant effect on customer satisfaction. However, partially, only service quality had a significant effect, while corporate image, price, and promotion did not. The Adjusted R Square value of 0.965 indicates that 96% of the variation in customer satisfaction can be explained by these four variables. This finding confirms that service quality is a primary factor determining customer satisfaction levels in the context of smartphone service.