Peran Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Pada Bengkel Sumber Jaya Motor

The Role of Service Quality and Price on Customer Satisfaction at the Sumber Jaya Motor Workshop

Abstrak

Objective : This study aims to analyze the influence of service quality and price on customer satisfaction at the Sumber Jaya Motor Workshop. The background of this research is based on the importance of improving service quality and setting appropriate prices to create customer satisfaction and loyalty.

Methods : The research method used was quantitative with a descriptive-verification approach. Data were collected through questionnaires distributed to customers of the Sumber Jaya Motor Workshop, then analyzed using bootstrapping techniques to determine the effect of independent variables on the dependent variable.

Research results : The results of the study indicate that service quality does not affect customer satisfaction, and price does. Both variables are able to explain 69.2% of the variation in customer satisfaction, while 30.8% is influenced by other factors. This finding implies that although service quality and price are considered standard by consumers, both still play an important role in maintaining customer satisfaction.