SERVICE QUALITY, PRICE, AND CUSTOMER VALUE ON CUSTOMER SATISFACTION OF SERVICE USERS
Mochamad Farid Muflih1, Kasno 2, Noer Aisyah Barlian3 Department of Management, STIE Widya Gama Lumajang, Indonesia Email: [email protected]1
Abstract
Given some of the arguments about k Quality of service , pricing and customer value and based on customer satisfaction in the garage Sakinah Motor Pasirian about the quality of service that is owned by an employee at a cheap price and value high customer developed by pemilimk workshops, each employee can improve the quality of service . The purpose of this research un t uk know the impact of service quality, price and customer value on customer satisfaction in the garage Sakinah Motor Pasirian partial and simultaneous . This research conducted inPasirian Motorbike Sakinah Workshop with a sample taken of 60 respondents. This study tested the hypothesis which states that there is a knowing effect of service quality, price and customer value on customer satisfaction at the Pasirian Motorbike Workshop. The research method used is quantitative research methods with multiple linear regression analysis techniques. The results showed that the variable service quality had an effect on customer satisfaction , while the price variable had an effect on customer satisfaction and the variable customer value had an effect on customer satisfaction with a determination coefficient of 0.654 which indicates that 65 % of customer satisfaction at the Pasirian Motorbike Workshop by the variables of service quality, price and customer value, while the remaining 35 % customer satisfaction at the Pasirian Motorbike Workshop is influenced by other variables not examined in this study. Research on this topic can be followed up by using different populations, samples, and periods to see the potential for different research results.
Keywords: Service Quality, Price, Customer Value, Customer Satisfaction
INTRODUCTION
Globalization has had a major impact on the development of the business world. The market is becoming wider and opportunities are everywhere, but on the other hand, the competition is getting tighter and more difficult to predict. This condition requires the company to create a competitive advantage for its business to be able to compete on an ongoing basis. Companies that want to develop and gain a competitive advantage must be able to provide products in the form of quality goods or services and good service to customers. Quality provides an incentive to customers to forge a strong bond with the company. In the long run, this kind of bonding allows the company to thoroughly understand a customer's expectations and needs. Thus, the company can increase customer satisfaction where the company maximizes a pleasant customer experience and minimizes an unpleasant customer experience (Tjiptono, 2014 : 15).
Service is an activity directed to ensure that the product is handled or repaired to obtain maximum capabilities, while support is the degree and expansion of services to customers as seen from the availability of instructions and training ( Tjiptono 2014:178). Service quality affects purchasing behavior, namely through customer satisfaction. Through that satisfaction, the customer will make a service purchase or decide to use a service and in the end will recommend it to others. According to Tjiptono (2014 : 52 ), the conditions that must be fulfilled by a company in order to be successful in competition are trying to achieve goals to create and retain customers. In order to achieve this goal, every company must endeavor to produce and deliver the goods and services that customers want at reasonable prices . Thus, every company must be able to understand consumer behavior in its target market, because the company's survival as an
organization that seeks to meet the needs and desires of consumers is highly dependent on consumer behavior. From this understanding, it can be seen that understanding consumer behavior is not an easy job, but rather difficult and complex, especially because of the many variables that influence and these variables interact with each other. However, if it can be done, then the company concerned will be able to benefit much larger than its competitors, because in pahaminya consumer behavior, companies can give satisfaction better to consumerism nnya (Tjiptono, 2014:
125).
The influence of advances in science and technology has increased public awareness and guidance on good services, including in this case the business in the workshop sector which has recently grown rapidly, both in quality and quantity. We can see that in almost every highway and village area there are many places that provide repair shop services. With the many businesses in the workshop sector, competition is getting tougher between one workshop and another. With this competition, each workshop is trying to increase the number of customers and to keep customers loyal to use its services by increasing customer satisfaction. The large number of repair shop service providers causes increasingly fierce competition. Competition in determining tariffs or prices as well as competition in providing good quality service to customers. According to Algifari (2016 : 123 ) defines service quality as the level of excellence expected and control over this level of excellence to meet consumer desires. In addition to service quality, consumers also consider prices in choosing to use repair shop services. According to Oentoro in (Algifari, 2016: 126) price is an exchange rate that can be equated with money or other goods for benefits obtained from a good or service for a person or group at a certain time and place.
In determining the level of satisfaction, a customer often sees the value of a product (service). According to Monroe in Tjiptono (2014: 308) , customer value is a tradeoff between customer perceptions of the quality or benefits of a product and the sacrifices made through the price paid. According Tjiptono (2014: 13) satisfaction ( satisfaction ) is feeling happy or disappointed someone that arise because it compares the performance of the product that the perception (or results) against their expectations. If the product's performance fails to meet expectations, the customer will be dissatisfied. If the performance of the product meets expectations, the customer will be satisfied. If performance exceeds expectations, the customer will be very satisfied or happy. As far as the eye can see, four-wheeled vehicles or commonly called cars have become king on the highway. Almost no gap escapes the existence of the car. An extraordinary phenomenon in the era of globalization as it is today. The density of activities on the road demands comfort in driving. For this reason, the vehicle used must always be in good condition. So that the vehicle is always in good condition it requires periodic maintenance and service. For that, car repair services are needed. A car repair shop is a business that was founded with the aim of receiving maintenance and repair services for four-wheeled vehicles or generally called cars. Car repair services include: servicing, oil change, setting for cars, and fet. Customer satisfaction is the level of a person's feelings after comparing the performance (or results) he feels compared to his expectations (Tjiptono, 2014 : 121 ) . The company was founded with the highest priority to be able to provide satisfaction for customers. Measurement of customer satisfaction (customer satisfaction) of the mark with a reduced complaint (complaint) from the customer aims to improve the position of your product or service and attract potential customers. Therefore, understanding the needs and wants of customers is the basis for a company in achieving successful marketing of a product or service.
In the results of previous studies, there are the same results as the results obtained in this study. Aryani ( 2010) conducted a study with the title "The Effect of Service Quality on Customer Satisfaction in Forming Customer Loyalty". The results of this study indicate that the five dimensions of service quality are proven to have a significant effect on service quality. Hendry et al., ( 2013) conducted a study entitled "Building Customer Loyalty through Product Quality, Price and Service at Indah Kiat Gemilang Building Stores in Kudus". The results of this study indicate that there is a significant influence between price and consumer loyalty. Edy ( 2013) conducted a study entitled "Service Quality, Faility, and Price Influence on Service User Satisfaction at the Manado Samsat Office". The results of this study indicate that service quality, facilities, and prices simultaneously have a positive and significant effect on service user satisfact ion. Service quality,
facilities, and prices partially have a significant effect on service user satisfaction at the Manado Samsat Office. Sarini, ( 201 3 ) conducted research with the title "Price, Product Quality and Service Quality Influence on Purchasing Decisions of Toyota Avanza Cars". The results of this study indicate that the price, product quality and service quality simultaneously or partially have a significant effect on purchasing decisions. Weenas ( 2013) , conducted a study entitled "Product Quality, Price, Promotion and Service Quality Impact on Purchasing Decision Spring Bed Comforta". The results of this study indicate product quality, price, promotion and service quality have a positive influence on the dependent variable, namely purchasing decisions. Yulianto ( 2013 ) conducted a research entitled "Product Quality, Brand, and Design Influence on Purchasing Decisions of Yamaha Mio Motorbikes". The results of this study indicate that product quality, brand, and design have a significant effect on consumer purchasing decisions both simultaneously and partially. Jessica ( 2014) conducted research with the title "The Effect of Product Quality, Price, and Promotion of the t erhadap Prepaid Cards Telkomsel Customer Satisfaction". The results of this study indicate that product quality, price and promotion simultaneously have a significant effect on customer satisfaction. Product quality and price have a positive and significant effect, while promotion has a negative but insignificant effect. Normasari (2013) conducted a study entitled "The Influence of Service Quality on Customer Satisfaction, Company Image and Customer Loyalty. Survey on Customer Guests Staying at Hotel Pelangi Malang". The results of this study that the variable service quality has a significant influence on the customer satisfaction variable, the service quality variable has a significant effect on the corporate image variable, the service quality variable does not have a significant effect on the customer loyalty variable, the customer satisfaction variable has a significant effect on the corporate image variable.
METHOD
In this study, the method used is quantitative research methods. The population used by consumers in Basmalah Stores, Tempeh Branch, Lumajang Regency, with a total sample of 5 0 respondents who bought at Basmalah Stores, Tempeh Lumajang Branch. The sampling technique used was N on Probability Sampling by using sampling techniques insedential, data collection methods used in this study using observation and questionnaires. The data analysis method used is multiple lineier regression analysis with several tests, including the instrument test, namely the validity test with an r limit of 0.3 and a reliability test with a Cronbach Alpha limit of 0.60 . Then in the classical assumption test, namely normality test using probability plot and histogram with an assumption limit value of 0.05, multicollinearity test with a limit value of VIF <10 and a tolerance value of not less than 0.1 and heteroscedasticity test using Scatter Plot. Furthermore, to test the hypothesis using analysis regression multiple lineier by calculating the coefficient of determination using R Square .
RESULTS AND DISCUSSION
The results of this study are described as follows:
Table 1. Description of Respondents
Information total Percentage (%)
Gender Male Women
15 45
25 % 75 % Age
17 s / d 2 5 years 2 6 s / d 30 years 31 s / d 35 years 36 s / d 40 years
> 40 Years
21 12 15 1 11
35 % 20 % 25 % 1.67%
18.33%
Education SMP / SLTP SMA / SMK
20 40
30%
70%
Source: Research Questionnaire Results , 2020
Based on the table above, the results obtained from filling out the questionnaire by respondents can be concluded that the gender category, overall respondents, 15 people or 25%
are women and 45 people or 7 5% are men . The number of data above shows that the respondents of the Pasirian Motorbike Sakinah Workshop have fewer female respondents than the number of male respondents. Consumers who come to the Basmalah Shop, Tempeh Branch, Lumajang Regency are more dominant among adults, which shows that respondents are dominated by customers with age 17-25 years, namely as many as 21 people or 35% where this background has fulfilled needs such as clothing and food needs. While in the past the education, consumer Repair Sakinah Motor Pasirian dominated by respondents with education past high school , h al is evidenced by the number of the most superior in data results of questionnaires than education t erakhir other.
Table 2. Validity Test
No. Questionnaire r count minimal r Information
1
Quality of Service (X 1 ) Statement X1.1
Statement X1.2 Statement X1.3 Statement X1.4 Statement X1.5
0.44 0.58 0.72 0.45 0.69
0.3 0.3 0.3 0.3 0.3
Valid Valid Valid Valid Valid
2
Price (X 2 ) Statement X2.1 Statement X2.2 Statement X2.3 Statement X2.4
0.75 0.80 0.75 0.82
0.3 0.3 0.3 0.3
Valid Valid Valid Valid
3
Customer Value (X 3 ) Statement X3.1 Statement X3.2 Statement X3.3 Statement X3.4
0.69 0.81 0.86 0.69
0.3 0.3 0.3 0.3
Valid Valid Valid Valid 4 Customer Satisfaction (Y)
Statement Y.1 Statement Y.2 Statement Y.3 Statement Y.4
0.68 0.83 0.66 0.65
0.3 0.3 0.3 0.3
Valid Valid Valid Valid Source : Research Questionnaire Results , 2020
After testing with SPSS, validity testing results in the magnitude of the correlation coefficient from all statement items consisting of 5 statements for the Service Quality variable, 4 statements for the Price variable , 4 statements for the Customer Value variable. 4 item statements for Service Quality. For the first service quality statement r counted 0.44 the second Service Quality statement r counted 0.58 the third Service Quality statement r counted 0.72 the fourth Service Quality statement r counted 0.45 the fifth Service Quality statement r counted 0, 69. For the first price statement r counted 0.75 the second price statement r counted 0.80 the third price statement r counted 0.75 the fourth price statement r counted 0.82. For the first customer value statement r counted 0.69 the second customer value statement r counted 0.81 the third customer value statement r counted 0.86 the fourth customer value statement r counted 0.69. Furthermore, for the first Customer Satisfaction statement r counted 0.68 for the second Customer Satisfaction statement r counted 0.83 for the third Customer Satisfaction statement r counted 0.66 for the fourth Customer Satisfaction statement r counted 0.65. From the calculation of the correlation coefficient, all of them have r count greater than the minimum r, namely 0.3. Thus, all statement items are declared valid. In conclusion, all statement items on the research instrument can be declared feasible as a research instrument because they can extract the required data or information.
Table 3. Reliability Test
Variable Coefficient
Cronbach's Alpha
Reliability
Interval Information
Service quality 0.529 0.401 - 0.60 Simply Rally a bell
Price 0.790 0.601 - 0.80 Reliable
Customer Value 0.764 0.601 - 0.80 Reliable
Customer satisfaction 0.671 0.601 - 0.80 Reliable
Source : Research Questionnaire Results , 2020
The recapitulation of the reliability test results shows that the Cronbach's Alpha reliability coefficient for the Service Quality variable (X1) is 0.529, the Price (X2) variable is 0.790, the Customer Value variable (X3) is 0.764, and the Customer Satisfaction variable (Y) is 0.671. So it can be concluded that the questionnaire used to measure the Service Quality variable (X1) is quite reliable, for the price variable (X2) is reliable, for the customer value variable (X3) is reliable, and for the customer satisfaction variable (Y) is reliable. So that the questionnaire used is a very reliable questionnaire because if it is used to measure again it will give results that will not be different for the same subject at different times.
Normality test
From the results of the normality test, the points spread around the diagonal line and spread out in the direction of the diagonal line. Then it can be concluded that the linear regression model fulfills the assumption of normality. Normal means that the data used has represented the population and can be tested further. The following are the results of testing the normality of research data:
Figure 1. Graph normality Non-Probability Plots Source: Results of SPSS 21 Questionnaire Data Processing (2020)
In the data normality test, it is carried out using a normal probability plot and histogram, in the picture above it shows that the data normality test shows that the points are near the diagonal line of the regression model data with normal distribution.
Multicollinearity Test
Multicollinearity test is used to determine whether the regression model found a correlation between independent variables. A good regression model, if the calculation results produce a VIF value <10 and if it produces a VIF value> 10 it means that serious multicollinearity has occurred in the regression model. In addition to seeing the VIF value, it can also be detected from the tolerance value , namely if the resulting tolerance value is close to 1, then the model is free from multicollinearity symptoms while the further away from 1, the model does not occur / is free of multicollinearity symptoms (Sugiyono, 2012: 124) .
Table 4. Multicollinearity Test Results
Variable Tolerance VIF Information
Quality of Service (X1) 0, 739 1, 353 Multicollinearity Free
Price (X2) 0, 465 2,151 Multicollinearity Free
Customer Value (X3) 0.537 1,862 Multicollinearity Free Source : Research Questionnaire Results , 2020
Based on the multicollinearity test results in the table above, it shows that all variables used as predictors of the regression model show a fairly small VIF, which is below 10 and greater than
the tolerance value of 0.1. This shows that the independent variables used do not have any multicollinearity symptoms, so all of these variables can be used as independent variables.
Heteroscedasticity Test
Heteroscedasticity test is conducted to determine whether in a regression model there is an inequality of variance from the residuals of one observation to another. If the variance from the residual of one observation to another observation remains, it is called homoscedasticity, meanwhile for different variances it is called heteroscedasticity. A good regression model is that there is no heteroscedasticity or the assumption of heteroscedasticity is met (Sugiyono, 2012:
151) . The following are the results of the heteroscedasticity test as follows:
Figure 2. Testing Results Heteroskidastity Source: SPSS 21 (2020) Data Analysis Output
The results of the heteroscedasticity test using a scatter plot indicate that the distribution points do not form a pattern. This shows that the regression model has no symptoms of heteroscedasticity. That is, it shows that there is no disturbance in this regression model.
Multiple Linear Regression Analysis
The following multiple linear regression analysis can be seen in the table as follows:
Table 5. Results of Multiple Linear Regression Analysis
Model B Std. Error Beta
1
(Constant) , 201 0.362
Quality of Service 0.364 0.100 0.332
Price 0.343 0.094 0.419
Customer Value 0.209 0.103 0.218
Source: Results of SPSS 21 Questionnaire Data Processing , ( 2020 ) From the table above, the regression equation can be obtained as follows:
Y = 0,201 - 0,364 X1 + 0,343 X2 + 0,209 X3 Information :
Y : Customer Satisfaction 0, 201 : Constants
X1 : Quality of Service X2 : Price
X3 : Customer Value
From the results of the multiple linear regression equation, it can be explained as follows:
following:
1) The constant value of 0.201 indicates that the customer satisfaction value is equal to 0.201 if the value of the Service Quality, Price and Customer Value variables is equal to 0.
2) The service quality coefficient of 0.364 (indicating a unidirectional relationship) states that every increase of 1 (one) service quality variable will reduce customer satisfaction by 0.364 and conversely, every decrease of 1 (one) service quality variable will reduce customer satisfaction by 0.364 assuming the independent variable constant or constant.
3) The coefficient of the variable price of 0.343 (indicating a unidirectional relationship) states that each increase of 1 (one) variable price will increase customer satisfaction by 0, 343 and
vice versa every decrease of 1 (one) variable price will lower customer satisfaction by 0.343 assuming independent variables constant or constant.
4) The coefficient of the customer value variable is 0.209 (indicating a unidirectional relationship) which states that every increase of 1 (one) variable customer value will increase customer satisfaction by 0.209 and vice versa, every decrease of 1 (one) customer value variable will decrease customer satisfaction by 0.209 , with the assumption the independent variable is constant or fixed.
To determine the independent variable which has the dominant influence on the dependent variable, it is indicated by the standardized regression coefficient (ß), namely the independent variable that most influences consumer purchasing decisions is the price variable with a coefficient of 0.3419.
Hypothesis testing T test result (partial test)
The t test is used to prove whether the independent variable individually affects the dependent variable.
Table 6. T Model Test Results
Model T Sig. Information
1
(Constant) , 555 , 581
Service quality 3,631 , 001 Has a significant effect
Price 3,638 , 001 Has a significant effect
Customer Value 2,030 , 047 Has a significant effect
Source: Results of SPSS 21 Questionnaire Data Processing , ( 2020 ) First Hypothesis
H o : There is no significant effect of service quality on customer satisfaction at the Pasirian Motorbike Workshop.
H a : There is no significant effect of service quality on customer satisfaction at the Pasirian Motorbike Sakinah Workshop.
T test results on variable service quality that is obtained by value t count = 3.631 with a significance value of 0.001. By using a significance level of 5% or 0.05, it is obtained t table = ± 2.00172 this means t count (3.631)> t table (2.00172) with a significance level of 0.001 which is below the 0.05 limit located in the receiving area. Ho which means the hypothesis is accepted. So the research results show that there is a significant effect of service quality on customer satisfaction at the Pasirian Motorbike Sakinah Workshop.
Second Hypothesis
H o : There is no significant effect of price on customer satisfaction at the Pasirian Motorbike Workshop.
H a : There is a significant price effect on customer satisfaction at the Pasirian Motorbike Workshop.
T test results on a variable price that is obtained by value t count = 3.638 with a significance value of 0.001. By using a significance level of 5% or 0.05, it is obtained t table = ± 2.00172, this means t count (3.638)> t table (2.00172) with a significance level of 0.001 which is below the 0.05 limit located in the area. rejected Ho, which means the hypothesis is accepted. So the results of the study show that there is a significant price effect on customer satisfaction at the Pasirian Motorbike Workshop.
Third Hypothesis
H o : There is no significant effect of customer value on customer satisfaction at the Pasirian Motorbike Workshop.
H a : There is a significant effect of customer value on customer satisfaction at the Pasirian Motorbike Workshop.
The results of the t test on variable customer value that is obtained by value t count = 2,030 with significant value 0,047. By using a significance level of 5% or 0.05 obtained t table = ± 2.00172 This means that t arithmetic (2 , 030)> t table (2.00172) with a significance level of 0.047 under the 0.05 limit located in the accepted area Ho, which means the hypothesis is accepted. So the results of the study show that there is a significant effect of customer value on customer satisfaction at the Pasirian Motorbike Workshop.
F Test Results (Simultaneous Test)
F test is used to determine the effect of the independent variables, namely cultural factors, social factors, personal factors, psychological factors that are significant simultaneously to the dependent variable, namely the purchase decision. The following are the results of the F test can be seen in the table as follows:
Table 7.F Test Results (Simultaneous Test) ANOVA a
Model Sum of Squares Df Mean Square F Sig.
1
Regression 10,863 3 3,621 35,293 , 000 b
Residual 5,745 56 , 103
Total 16,608 59
Source: Results of SPSS 21 (2020) Data Processing
To carry out F testing of the research variables, the results of F table are needed. The results of the F table at a significance level of 5% or 0.05 with degrees of freedom (n - k - 1) = 60 - 3 - 1 = 56.
Then the obtained F table = 2.77 . The test criteria are as follows:
If F count > F table , then H 0 is rejected and H a is accepted.
If F count <F table , then H 0 is accepted and H a is rejected.
The following is the third hypothesis in this study which states that the effect is simultaneously stated in the following hypothesis:
The fourth hypothesis
Hₒ: There is no significant effect of service quality, price, customer value simultaneously on customer satisfaction at the Pasirian Motorbike Workshop.
Hₐ: There is a significant effect of service quality, price, customer value on customer satisfaction at the Sakinah Motor Pasirian Workshop.
Based on Table 7 can diketa hui F count From the test results can be seen calculated F value of 35.293 is greater than F table of 2.77 with a significance level of 0.000 <0.05. So that it can be seen simultaneously the influence variable of Service Quality, Price, Customer Value which is simultaneously significant on Customer Satisfaction at the Pasirian Motorbike Workshop.
The coefficient of determination (R 2 )
The coefficient of determination (R 2 ) is used to measure how well the regression line in accordance with the actual data ( goodness of fit ). This coefficient of determination measures the percentage of the total dependent variable Y which is explained by the independent variable in the regression line (Widarjono, 2015: 17).
Table 8 . The coefficient of determination (R2)
Model R R Square Adjusted R Square
Std. Error of the Estimate
Change Statistics R Square
Change F Change df1
1 .809 a .654 .636 .32031 .654 35,293 3
Data Source: Research Questionnaire Results , (2020)
From the results of calculations using the SPSS program, it can be seen that the coefficient of determination (R Square ) is 0.654. This means that 65% of customer satisfaction can be explained by independent variables consisting of service quality, price, customer value , while the remaining 35 % customer satisfaction is influenced by other variables not examined in this study.
Effect of Service Quality on Customer Satisfaction
This discussion is related to the results of hypothesis testing which states that Service Quality has a significant effect on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. The results of the t test prove that the Service Quality variable has a significant effect on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. This is in line with the research of Aryani ( 2010) entitled the effect of service quality on customer satisfaction in forming customer loyalty, which states that service quality has a significant effect on customer satisfaction. Service quality is the level of excellence expected and control over that level of excellence is to meet consumer desires. Me nurut Algifari (2016: 2-3) states that there are two main factors that affect the quality of service, ie service that is expected ( expected service ) and services received by users ( perceived service ). If the service received or felt ( perceived service ) is in accordance with the expected service, then the service quality is perceived to be good and satisfying. If the service received exceeds consumer expectations, then the quality of service is perceived as ideal quality. Conversely, if the service received is lower than the expected service, then the service quality is perceived to be bad. Thus, whether the quality of service is good or not depends on the ability of service providers to consistently meet customer expectations. From the five statements above, it can be concluded that employees must have an attitude of concern for customers and avoid mistakes and give trust to customers so that the quality of service provided by workshop employees can generate positive feedback from customers.
Effect of Price on Customer Satisfaction
This discussion is related to the results of hypothesis testing which states that Price has a significant effect on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. From the t test results prove that the price variable has a significant effect on customer satisfaction at the Pasirian Motorbike Sakinah Workshop. This is in line with Haryanto's (2013) research that price has a partially significant effect on customer satisfaction. The research from Tangguh et al. (2018) that price is an exchange rate that can be equated with money or other goods for the benefits obtained from an item or service for a person or group at a certain time and place. Price or rate as a monetary unit that shows the size or value of goods and services needed to get benefits and is felt after ownership or use rights are obtained. Thus at a certain price level, if the benefits felt by consumers increase, the value will also increase. Conversely, the value of goods and services will increase along with the increase in the benefits that are felt. Determining the value in meeting their needs, consumers compare the ability of a good and service with the ability of substitute goods and services. A company first sets the price when it develops new products, when the company introduces it to new distribution channels or areas, and when the company enters into a new work contract. Companies must decide where to position their products based on quality and price, this will show demand and consumer perceptions of the value of goods and services. From the four statements above, it can be concluded that the repair shop will provide discounts to regular customers and customers who take part in the repair process and the price given is in accordance with the damage suffered.
Effect of Customer Value on Customer Satisfaction
This discussion is related to the results of hypothesis testing which states that Customer Value has a significant effect on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. The results of the t test prove that the Customer Value variable has a significant effect on Customer Satisfaction at the Pasirian Motorbike Workshop. This is in line with Lailia's (2012) research which states that customer value has a partially significant effect on customer satisfaction. Research on customer value ( customer delivered value ) is the difference between the total value and the total costs arising from the purchase and use of goods or services by customers. The total value consists of the value obtained from the product ( product value ), service value ( service value ), sales personnel ( personnel value ), company image ( image value ). While the total cost includes the price to be paid ( monetary
price ), time cost , energy cost , and physical or psychological costs . As a basic criterion in maximizing value, customers have expectations of the value they will get. The offer that has been chosen will be evaluated whether it can meet its expectations or not. The results of this evaluation will later affect satisfaction and repurchase opportunities. According to the menu, customer value is a tradeoff between customer perceptions of the quality or benefits of a product and the sacrifices made through the price paid. Meanwhile, according to Sudaryono (2016: 144) customer value ( customer delivered value ) is the amount of difference in value provided by customers to the company's products or services offered to them ( customer value ) with costs incurred by customers to obtain products or services. ( customer cost ). From the four statements above, it can be concluded that employees who provide good services will give a positive perception.
Simultaneous Influence of Service Quality, Price and Customer Value on Customer Satisfaction.
This discussion is related to the results of hypothesis testing which states that Service Quality, Price and Customer Value have a significant effect on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. The results of the F test conducted prove that Service Quality, Price and Customer Value have a significant effect on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. This means that these three variables can increase Customer Satisfaction (Y). Customers choose the Pasirian Motorbike Sakinah Workshop because of the quality of service, price and customer value. Simultaneously, the three independent variables consisting of Service Quality, Price and Customer Value variables show a strong enough influence on Customer Satisfaction as indicated by a significance level of 0.001 <0.05. So that it can be seen simultaneously that the variable Service Quality, Price and Customer Value has a significant influence on Customer Satisfaction at the Pasirian Motorbike Workshop. This is in line with Sarini's (2012) research entitled Price, Product Quality and Service Quality. Influence on Purchasing Decisions for Toyota Avansa cars, which states that service quality, price and customer value simultaneously have a significant effect on customer satisfaction at the Sakinah Motorbike Workshop.
CONCLUSION
This study aims to determine the effect of Service Quality, Price and Customer Value on Customer Satisfaction at the Pasirian Motorbike Sakinah Workshop. Based on the formulation of the problem, the research hypothesis along with the discussion of the research that has been described in the previous chapter, several conclusions can be drawn in this study as follows: (a) from the first hypothesis test results are variables that have a significant effect between k Quality of p elayanan with k epuasan p elanggan in Workshop Sakinah Motor Pasirian. This means that if k Quality of p elayanan given employee is high then customer satisfaction is high, and vice versa if the Quality of Service provided by the employee down then Customer satisfaction also fell. (b) The second hypothesis test results showed that the variables h arga significant effect on k epuasan p elanggan in Workshop Sakinah Motor Pasirian . This means that if the price given is high then the satisfaction will decrease , and vice versa if the price given is low then customer satisfaction will increase. (c) From the results of hypothesis testing third are variables that influence significantly between n use values p elanggan with k epuasan p elanggan in Workshop Sakinah Motor Pasirian . This means that if the customer value given is high, customer satisfaction is also high, and vice versa, if the customer value is given decreases, customer satisfaction also decreases. (d) From the results of the fourth hypothesis testing are variables that have a significant effect between k Quality of p elayanan, h arga, n use values p elanggan simultaneous significant to customer satisfaction in the garage Sakinah Motor Pasirian. The test results can be seen that the calculated F value of 35.293 is greater than the F table 2.77 with a significance level of 0.000
<0.05.
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