The Effect of Service Quality and Price on Customer Satisfaction at Zia Motor Workshop,Subang District,Subang Regency
Keywords:
Service Quality, Price, Customer Satisfaction, Zia Motor WorkshopAbstract
This study aims to determine the effect of Service Quality and Price on Customer Satisfaction at the Zia Motor Workshop, Subang District, Subang Regency. The research method uses a quantitative approach with descriptive and verification designs. Sampling in this study used simple random sampling of 94 respondents who were customers of the Zia Motor Workshop, Subang District, Subang Regency. Data were collected with a questionnaire that had been tested for validity and reliability. The results of this study were analyzed using multiple linear regression analysis and processed using the IBM SPSS statistics 29 application. The results of this study indicate that service quality does not have a significant effect on customer satisfaction. This is evidenced by the significant value obtained sig. 0.094 > 0.05 or Tcount = 1.692 < Ttable = 1.986, then H0 is accepted and H1 is rejected. Price has a significant effect on customer satisfaction. This is proven by the Price obtained a significant value of 0.001 < 0.05 or Tcount = 9.96 > Ttable = 1.986, so H0 is rejected and H1 is accepted. And service quality and price have a significant effect on customer satisfaction together, with a sig. value of 0.001 < 0.05 or Fcount = 9.96 > Ftable = 2.70 and therefore, H0 is rejected and H1 is accepted.
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