ANALYSIS OF THE INFLUENCE OF PRICE AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT PDAM WANUA WENANG MANADO

Abstract

This study aims to determine the effect of Price and Service Quality on Customer Satisfaction at PDAM Wanua Wenang Manado. The research employed a quantitative approach with data collected through questionnaires distributed to 38 respondents. The variables examined were Price (X1), Service Quality (X2), and Customer Satisfaction (Y). Data analysis was carried out using multiple linear regression tests with SPSS version 26. The results show that, partially, Price does not have a significant effect on Customer Satisfaction, while Service Quality has a significant effect on Customer Satisfaction. Simultaneously, Price and Service Quality have a significant effect on Customer Satisfaction with a coefficient of determination (R2) of 0.411 or 41.1%, while the remaining 58.9% is influenced by other factors. In general, respondents’ perceptions of the variables Price, Service Quality, and Customer Satisfaction fall into the good category.