Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan pada Bengkel Mobil Mandiri Service Kepanjen Malang

Vicky Nur Alvi Yunita; Candra Wahyu Hidayat; Dianawati Suryaningtyas

doi:10.37481/jmoi.v5i1.248

Authors

Vicky Nur Alvi Yunita Universitas PGRI Kanjuruhan Malang
Candra Wahyu Hidayat Universitas PGRI Kanjuruhan Malang
Dianawati Suryaningtyas Universitas PGRI Kanjuruhan Malang

DOI:

https://doi.org/10.37481/jmoi.v5i1.248

Keywords:

Service Quality, Price, Customer Satisfaction, Automotive Workshop, Marketing Management

Abstract

This study is based on the increasing level of competition in the automotive service industry, which requires service providers to continuously improve service quality and determine appropriate pricing strategies in order to maintain customer satisfaction. The objective of this research is to analyze the effect of service quality and price on customer satisfaction at Mandiri Service Car Workshop in Kepanjen, Malang. This research uses a quantitative approach with an associative research method. The population consists of 300 customers who have conducted car repairs at the workshop. Based on the Slovin formula, a sample of 75 respondents was obtained and selected using simple random sampling. Data were collected through the distribution of structured questionnaires using a Likert scale. The data were then processed using SPSS version 25 and analyzed using multiple linear regression. The results indicate that service quality and price simultaneously have a significant effect on customer satisfaction. Partially, service quality has a positive and significant influence on customer satisfaction, and price also has a positive and significant effect. These findings imply that improving service quality and setting appropriate prices are important factors in increasing customer satisfaction.

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