Pengaruh Harga, Kualitas Pelayanan, dan Kreativitas terhadap Kepuasan Konsumen di P Project Event & Wedding Organizer Kota Jambi
Abstract
Competition in the wedding organizer industry in Jambi City requires service providers to offer appropriate prices, high-quality service, and creativity to improve customer satisfaction. At P Project Event & Wedding Organizer, prices are relatively higher than those offered by competitors but are considered commensurate with service quality. However, challenges remain in service delivery and the implementation of creative concepts. This study aims to analyze the effects of price, service quality, and creativity on customer satisfaction. A quantitative approach was employed, using probability sampling to select 90 customers. Data were analyzed using multiple linear regression. The results show that price, service quality, and creativity have positive and significant effects on customer satisfaction, both individually and jointly. These findings indicate that improving these three aspects can increase customer satisfaction. The company is advised to maintain price alignment with service value while continuously improving service quality and creativity.
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DOIAuthor Biographies
Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi, Kabupaten Muaro Jambi, Provinsi Jambi, Indonesia
Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi, Kabupaten Muaro Jambi, Provinsi Jambi, Indonesia
Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi, Kabupaten Muaro Jambi, Provinsi Jambi, Indonesia
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