PENGARUH KUALITAS LAYANAN DAN KEWAJARAN HARGA TERHADAP KEPUASAN PELANGGAN DALAM MENGGUNAKAN JASA LAYANAN JNE KOTA BATU

Customer satisfaction is a crucial factor in determining the success of a delivery service company amidst the increasingly competitive logistics industry. This study aims to analyze the influence of service quality and price fairness on customer satisfaction in using JNE's Batu City Branch delivery services. This study uses a quantitative approach with explanatory research. The research population is JNE's Batu City Branch customers who use delivery services from March to June 2025. A sample size of 130 respondents was determined using a non-probability sampling technique with an accidental sampling method. Data were collected through a Likert scale-based questionnaire and analyzed using multiple linear regression analysis with the help of SPSS version 25. The results of the study indicate that service quality has a positive and significant effect on customer satisfaction. This indicates that reliability, responsiveness, assurance, empathy, and physical evidence of good service can increase the level of customer satisfaction. In addition, price fairness also has a positive and significant effect on customer satisfaction, which indicates that affordable prices, in accordance with service quality, and having competitiveness can increase customer satisfaction. Simultaneously, service quality and price fairness have a significant effect on customer satisfaction at JNE Batu City Branch. The findings of this study are expected to be a consideration for management in improving service quality and pricing strategies