Pengaruh Service Quality, Brand Image, Dan Price Terhadap Customer Satisfaction Di English First For Adults Surabaya

Irianto, Angellyca Ariananda (2019) Pengaruh Service Quality, Brand Image, Dan Price Terhadap Customer Satisfaction Di English First For Adults Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

English has transformed into world language. Not only in the business world, English has become a necessity for all people with various backgrounds. This has led to the emergence of many English language institutions, one of the most existent institutions in the world, namely the English First for Adults institution that has been well-known throughout the world and trusted by the community as a reliable and competent institution. This research was made with the aim of identifying the influence of Service Quality, Brand Image, and Price on Customer Satisfaction at Surabaya First for Adults Surabaya. This research was conducted by distributing questionnaires to 40 respondents who were students at English First for Adults Surabaya. The sampling technique used in this study is quantitative with proportionate stratified random sampling method. All statement items tested are all valid and all variables tested are all reliable. The results of multiple linear regression tests are Y = 0.163 + 0.396 X1 + 0.624 X2 + 0.294 X3. The results of this study indicate that service quality, brand image and price have a significant effect on customer satisfaction in English First for Adults Surabaya with the results of t-service service quality of 5.823> from t-table 2.02809, t-count brand image 4.562> t-table 2.02809 and t-price calculation of 2.131> t-table 2.02809 with a significance level <0.05. In the Determination Coefficient Test shows that service quality, brand image and price contribute very strongly to customer satisfaction with a value of R Square 0.768 or 76.8%. The results of this study are expected to help many parties in understanding the factors that support customer satisfaction.

Item Type:

Thesis (Undergraduate)

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