ANALYSIS OF THE EFFECTS OF PRICE, PRODUCT QUALITY, SERVICE QUALITY, AND TRUST ON CUSTOMER SATISFACTION AMONG TAILORING SERVICE CUSTOMERS: A CASE STUDY OF WINONG VILLAGE, TUGU DISTRICT, TRENGGALEK REGENCY, INDONESIA

Abstract

This study examines the influence of price, product quality, service quality, and

trust on customer satisfaction among tailoring service users in Winong Village,

Tugu District, Trenggalek Regency. The research was conducted in response to the increasing competition among tailoring businesses and the fluctuating number of customers, which highlights the importance of customer satisfaction for business sustainability. The study aimed to analyze both the direct and indirect effects of price, product quality, service quality, and trust on customer satisfaction. A quantitative approach with an associative research design was employed. Primary data were collected through questionnares distributed to 100 respondents who had used tailoring services in the study area. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.0.0. The analysis included convergent validity, discriminant validity, reliability, coefficient of determination (R-square), and hypothesis testing. The findings indicate that price does not have a significant direct effect on customer satisfaction, whereas product quality, service quality, and trust have significant positive effects on customer satisfaction. Furthermore, price indirectly influences customer satisfaction through product quality and service quality, while product quality and service quality also exert significant indirect effects through trust. These findings suggest that tailoring service providers should prioritize improving product quality, service quality, and customer trust to enhance customer satisfaction and maintain competitiveness. Future studies are encouraged to include additional variables and broader research locations to improve generalizability.