Customer Orientation, Price, and Service Quality for Enhancing the Company Image along with Customer Satisfaction: A Case Study on Village Owned Enterprises (BUMDes) Kampa District – Riau Province - Indonesia

Abstract

The purpose of this research is to identify the influence of customer orientation, price, and service quality on customer satisfaction and the image of BUMDes in Kampa, Riau Province. A qualitative approach was employed in this study, utilizing questionnaires, interviews, and data analysis. The research sample was analyzed using SPSS 25, and path analysis was conducted using SMART PLS. The findings of the study indicate that customer orientation, price, and service quality have a significant impact, both individually and collectively, on customer satisfaction and the image of BUMDes in Kampa District. Additionally, customer satisfaction was found to have a significant influence on the image of BUMDes. The test results demonstrate that customer orientation, price, service quality, and customer satisfaction make positive and significant contributions to the image of BUMDes in Kampa District, Kampar Regency. The R2 approach reveals that customer orientation, price, cooperation, and motivation variables collectively account for 74.5% of the variance in the image of BUMDes, while the remaining 25.5% is influenced by unexamined variables. Given the broad dimensions of the BUMDes image, several factors related to this research are involved in analyzing the influencing factors. However, it is important to note that this study is limited and further analysis is needed to consider other factors.