The Influence of Service Quality, Company Image, and Price Perception on the Customer Satisfaction: A Study of Reflexology Service Users in Malang City

Tin Agustina Karnawati, Risa Santoso

Comprehending consumer happiness and endeavors to enhance service are vital in the service sector. The objective of this study is to analyze the influence of service quality, corporate image, and pricing perception on customer satisfaction among individuals who utilize reflexology services in Malang City. The study utilizes a quantitative methodology, including questionnaires for data gathering. The purposive sampling strategy is employed to pick a sample of 100 respondents who have been utilizing reflexology treatments for a minimum duration of six months. Data analysis utilizes multiple linear regression, as well as hypothesis testing through the use of partial t-tests and simultaneous F-tests. The results indicate that service quality, corporate image, and price perception all have a positive and significant impact on consumer satisfaction. Concurrently, the quality of service, the image of the brand, and the level of trust are observed to have a substantial influence on consumer satisfaction. Service quality is the primary determinant of customer happiness among these criteria.

2024/06/15

service quality, company image, price perception, customer satisfaction

437

442

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21