Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Pada Bimbel Blessing Kota Palembang
DOI:
https://doi.org/10.31004/joecy.v6i1.8119Keywords:
kualitas pelayanan, harga, kepuasan pelanggan, bimbingan belajarAbstract
Perkembangan jasa pendidikan nonformal, khususnya bimbingan belajar, menuntut lembaga untuk mampu memberikan layanan yang berkualitas dengan harga yang kompetitif guna mempertahankan kepuasan pelanggan. Fluktuasi jumlah siswa pada Bimbel Blessing Kota Palembang dalam beberapa tahun terakhir mengindikasikan adanya permasalahan yang berkaitan dengan persepsi pelanggan terhadap kualitas pelayanan dan harga yang ditetapkan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan pada Bimbel Blessing Kota Palembang, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 107 siswa yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, analisis regresi linier berganda, koefisien determinasi, serta pengujian hipotesis melalui uji t dan uji F. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dengan nilai signifikansi di bawah 0,05. Variabel harga juga terbukti berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Secara simultan, kualitas pelayanan dan harga memiliki pengaruh signifikan terhadap kepuasan pelanggan dengan kontribusi sebesar 63%, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian. Temuan ini menegaskan bahwa peningkatan kepuasan pelanggan pada jasa bimbingan belajar sangat bergantung pada konsistensi kualitas pelayanan serta kesesuaian harga dengan manfaat yang diterima pelanggan.
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