The Effect of Service Quality and Price on Customer Satisfaction in Supporting the Development of Gender-Based Equality Entrepreneurship at Radisty Wedding Organizer Bandung

Abstract

This study aims to examine: (1) the description of service quality, (2) the description of price, (3) the description of consumer satisfaction, (4) the partial influence of service quality on consumer satisfaction, (5) the partial influence of price on consumer satisfaction, and (6) the simultaneous influence of service quality and price on consumer satisfaction at Radisty Wedding Organizer Bandung in supporting gender equality-based entrepreneurship development. A quantitative research method with a descriptive-verificative approach was employed. The study population consisted of 210 consumers of Radisty Wedding Organizer Bandung in 2025. The sample was determined using the Slovin formula with a 10% margin of error, resulting in 68 respondents. A Likert-scale questionnaire with 28 items (X1 = 12 items, X2 = 8 items, Y = 8 items) was used as the research instrument. Data were analyzed using multiple linear regression with IBM SPSS Statistics version 26.0. The results indicate that: (1) service quality falls in the Good category with a mean score of 4.17; (2) price falls in the Good category with a mean score of 4.12; (3) consumer satisfaction falls in the Good category with a mean score of 4.15; (4) service quality has a positive and significant partial influence on consumer satisfaction (tₕᵉʳᵗᵘᵟᵖ = 7.554 > tᵗᵃᵇᵉ˱ = 1.997, Sig. = 0.000), with a partial contribution of 46.8%; (5) price has a positive and significant partial influence on consumer satisfaction (tₕᵉʳᵗᵘᵟᵖ = 2.270 > tᵗᵃᵇᵉ˱ = 1.997, Sig. = 0.027), with a partial contribution of 7.3%; (6) service quality and price simultaneously have a positive and significant influence on consumer satisfaction (Fₕᵉʳᵗᵘᵟᵖ = 1,942.286 > Fᵗᵃᵇᵉ˱ = 3.14, Sig. = 0.000), with a coefficient of determination (R²) of 0.984 or 98.4%. The resulting regression equation is Y = 0.031 + 0.512X₁ + 0.229X₂.