ANALISIS PENGARUH KUALITAS LAYANAN, HARGA DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN JNE DI KOTA SURAKARTA

Abstract

This study aims to analyze the influence of service quality, price, and brand image on JNE customer satisfaction in Surakarta. The underlying phenomenon is customer dissatisfaction with JNE services, such as late deliveries, poor communication, and inconsistent service image. This study aims to analyze the influence of service quality, price, and brand image on customer satisfaction at JNE in Surakarta.The independent variables in this study are service quality, price, and brand image, while the dependent variable is customer satisfaction. The population in this study was all JNE customers in Surakarta, with a total population of never the wiser. A purposive sampling method was used to select 100 respondents. Data collection used a questionnaire, and data analysis used multiple linear regression with SPSS. The results indicate that, both partially and simultaneously, service quality, price, and brand image have a positive and significant effect on customer satisfaction. The Adjusted R Square value of 0.630 indicates that the three independent variables can explain 63% of the variation in customer satisfaction, while the remaining 37% is explained by other factors not examined in this study.