PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA EKSPEDISI JALUR NUGRAHA EKAKURIR (JNE)

This study was conducted to examine and analyze the effect of price and service quality on customer satisfaction at JNE Expedition Services, Batu City Branch. The research employed a quantitative approach, with data collected through questionnaires distributed to customers who had used JNE’s services. The data analysis techniques included validity testing, reliability testing, normality testing, heteroscedasticity testing, multicollinearity testing, multiple linear regression analysis, and t-tests. The results indicate that the price variable was perceived as reasonable by customers, while service quality was evaluated as inadequate. Customer responses showed that service quality was considered unsatisfactory, and overall customer satisfaction was also rated as low. The findings further reveal that price has a positive and significant effect on customer satisfaction. In contrast, service quality does not have a significant effect on customer satisfaction. Therefore, it can be concluded that price is a more dominant factor influencing customer satisfaction than service quality at JNE Batu City Branch