Analysis of the Effect ff Price, Location and Service Quality On Customer Satisfaction On PT. Water Laboratory Nusantara Indonesia

Abstract

PT environmental laboratory. Water Laboratory Nusantara (WLN) Indonesia as a provider of environmental quality services must prioritize aspects that aim to meet customer satisfaction. Customer satisfaction is one of the factors or indicators that shows that an environmental testing laboratory has been able to provide excellent service to its customers. Achieving customer satisfaction is one of the goals of a company organization. Price, location and service quality are important factors that can influence customer satisfaction. This research aims to analyze the influence of price, location and service quality on customer satisfaction at PT. Water Laboratory Nusantara (WLN) Indonesia. The independent variables in this research are price (X1), location (X2) and service quality (X3); while the dependent variable is customer satisfaction (Y). The population in this study was 80 customers who used services from PT. Water Laboratory Nusantara (WLN) Indonesia. Sampling in this study used a non-probability sampling technique, namely saturated sampling, where the entire population in this study was taken as a sample. The data collection method uses a questionnaire with a Likert scale measurement scale. This type of research is quantitative with the analytical methods used, namely validity test, reliability test, classical assumption test, multiple linear regression, hypothesis test, correlation and determination test with the SPSS version 25 application. The results of this research show that the variables price (X1), location (X2) and service quality (X3) have a positive effect on customer satisfaction at PT. Water Laboratory Nusantara (WLN) Indonesia, both partially and simultaneously.