Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Hirotito Motor Sudirman
DOI:
https://doi.org/10.55606/jumbiku.v6i1.6936Keywords:
Automotive Industry, Customer Satisfaction, Price, Service Quality, Workshop ServiceAbstract
This study aims to analyze the influence of price and service quality on customer satisfaction at the Hirotito Motor Sudirman Workshop in Buleleng Regency. Motorcycle repair shops face increasingly fierce competition, therefore, it is crucial for workshop owners to understand what makes customers happy so that they keep coming back. A quantitative method based on an associative approach was used in this study. To collect data, 150 clients who had previously used the workshop's services were given a questionnaire. Statistical methods such as multiple linear regression, classical assumption tests, and descriptive statistics were used to analyze the data. The findings describe that "price has a positive and significant effect on customer satisfaction, indicating that fair and transparent pricing can increase satisfaction. Service quality also has a positive and significant effect on customer satisfaction and has a more dominant influence than price." These findings explain that service experience is a key aspect in shaping customer satisfaction. The implications of this study emphasize the importance of consistently improving service quality and determining appropriate prices so that customer satisfaction can be continuously improved.
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