PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN DI BENGKEL MOBIL FERSO AUTOMOTIVE LOWOKWARU MALANG

This study aims to analyze the effect of service quality and price on customer satisfaction at Ferso Automotive Workshop, Lowokwaru Malang. This research employs a quantitative approach with an explanatory research design. The population consists of customers of Ferso Automotive Workshop, with a sample of 130 respondents selected using purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis.
The results indicate that service quality and price have a positive and significant effect on customer satisfaction. Furthermore, service quality is proven to be the most dominant variable influencing customer satisfaction compared to price. These findings suggest that customers prioritize service experience over price considerations in automotive workshop services. Therefore, improving service quality should be the main strategic focus for enhancing customer satisfaction.