Abstract

This study examines the analysis of the effect of service quality, price and location on customer satisfaction: Case Study at Uma Ilo Peta Bima City. The type of research used is quantitative research. The population in this study were 255 people who visited Uma Ilo Peta Bima City, and a sample of 100 respondents was taken using purposive sampling method. The data in this study were processed using SPSS. The results of this study indicate that the price and location service quality variables have a positive and significant effect on customer satisfaction. The findings of this study indicate that service quality variables are factors that can increase customer satisfaction and price and location play an important role in supporting customer satisfaction.

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