Publication

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 qua

litative

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 orienta

tion, 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 o

f 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 factor

s 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.

Keywords: Customer Orientation, Price, Service Quality, Com

pany

Image, BUMDes Kampa

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.Keywords:  Customer  Orientation,  Price,  Service  Quality,  Company Image, BUMDes Kampar