THE INFLUENCE OF SERVICE QUALITY AND PRICE ON CUSTOMER SATISFACTION AT VIOLET CATHOUSE

Abstract

This research examines the impact of Service Quality and Price on Customer Satisfaction at Violet Petshop. Employing a quantitative method with a survey design, the research involved 89 participants selected through purposive sampling. Data collection was carried out using questionnaires, and the results were analyzed with SPSS 25 through the F-test, t-test, and the coefficient of determination (R²). The analysis indicates that both Service Quality (X₁) and Price (X₂) have a positive and significant impact on Customer Satisfaction (Y), whether examined simultaneously or individually. The significance value of the F-test (0.000 < 0.05) confirms that the regression model is appropriate for the dataset, while the t-test supports the conclusion that each predictor variable significantly affects customer satisfaction. Furthermore, the R² value of 0.980 suggests that 98% of the variation in customer satisfaction can be explained by service quality and price, with the remaining 2% impactd by other factors beyond the scope of this study.