Pengaruh Harga, Kualitas Pelayanan, Citra Merek, dan Kepercayaan terhadap Kepuasan Pelanggan HD Florist Kota Palembang

Dhea Annisa Pratiwi (Universitas Multi Data Palembang)
Retno Budi Lestari (Universitas Multi Data Palembang)

Populer: Jurnal Penelitian Mahasiswa
Vol. 5 No. 2 (2026): Juni: Populer: Jurnal Penelitian Mahasiswa

Price, service quality, brand image, and trust are factors that can influence customer satisfaction in the florist industry. This study aims to analyze the effect of these four variables on customer satisfaction at HD Florist Palembang City. The research employed a quantitative method using purposive sampling involving 134 respondents who had made at least two purchases. Data were collected through a Likert-scale questionnaire and analyzed using SPSS version 26. The results indicate that price, service quality, brand image, and trust have a positive and significant effect on customer satisfaction both partially and simultaneously. Trust is the most dominant variable affecting customer satisfaction. The Adjusted R Square value of 0.611 indicates that 61.1% of the variation in customer satisfaction can be explained by the four independent variables, while the remaining 38.9% is influenced by other factors outside the scope of this study. These findings imply that increasing customer trust, supported by appropriate pricing, good service quality, and a positive brand image, can enhance customer satisfaction at HD Florist Palembang City.