Pengaruh Harga dan Fasilitas Terhadap Kepuasan Pelanggan di Kedai Sali Bandung Tulungagung Menggunakan SmartPLS

Abstract

This study aims to analyze the effect of price and facilities on customer satisfaction at Kedai Sali Bandung Tulungagung. The research employed a quantitative approach with an associative design. Data were collected through questionnaires distributed to 67 customers selected using purposive sampling. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that all indicators met the validity and reliability requirements. The R-Square value of 0.582 shows that price and facilities explain 58.2% of customer satisfaction, while the remaining 41.8% is influenced by other factors outside the scope of this study. Hypothesis testing revealed that price had a positive but insignificant effect on customer satisfaction (T-statistic = 1.445; P-value = 0.149). In contrast, facilities had a positive and significant effect on customer satisfaction (T-statistic = 4.361; P-value = 0.000). The study concludes that facilities play a more important role than price in enhancing customer satisfaction. Therefore, Kedai Sali management is encouraged to continuously improve the quality of its facilities to provide a better customer experience and increase customer satisfaction