PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA PERUSAHAAN TERHADAP KEPUASAN KONSUMEN (STUDY PADA PENUMPANG BUS TRANS PADANG)

Abstract

ABSTRACT
This study aimed to get empirical evidence of the influence of kualaitas service, price and corporate image of the Bus Trans Padang passenger satisfaction. In this study, the sample was 100 people aboard Bus Trans Padang, the type of data used are primary data obtained through questionnaires. In this study used two categories of variables: the dependent variable is the first passenger satisfaction, the two independent variables consisting of quality of service, price and image. To perform hypothesis testing is done by using quantitative analysis method through the formation of multiple linear regression model and t-statistics test. Based on the results of hypothesis testing is done with the help of the program found that the quality of service SPSS 20 positive effect on passenger satisfaction Bus Trans Padang. Price positive effect on passenger satisfaction Bus Trans Padang and corporate image positive effect on passenger satisfaction Bus Trans Padang.
Keywords : Quality Service, Price, Corporate Image and Satisfaction