Pengaruh Kualitas Produk, Persepsi Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan

Abstract

The world of fashion in Indonesia has developed rapidly in the last few decades, this has been driven by the influence of globalization which has opened up opportunities for local designers to compete in the international market. E-commerce and social media have changed the way people shop and follow fashion trends. The fashion industry in Indonesia has an important contribution to the country's Gross Domestic Product (GDP) and is also one of the industries that provides many jobs. The purpose of this study is to determine the relationship between the variables of service quality, product quality, and price perception on customer satisfaction. It is hoped that this study can used by interested parties as a factor that needs to be considered before making a product purchasing decision. Data collection was carried out using a purposive sampling method, with the target population being 100 respondents domiciled in Jakarta who have purchased and used Dobujack products at least twice. Data processing was carried out using the SEM application. The research results were declared valid and evidence was found that the variables of service quality, product quality and price perception had a positive and significant effect on customer satisfaction. Managerial implications include providing training, evaluating employees, providing feedback to customers.