PENGARUH KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUASAN PELANGGAN DI BENGKEL AHASS 1599 DEWI SARTIKA PALU

Abstract

This study aims to determine and analyze the effect of service quality, price and location on customer satisfaction at the AHASS 1599 Dewi Sartika Palu Workshop. The type of research used is descriptive verification research. The population of this study was all consumers of the AHASS 1599 Palu Workshop whose number is not known for sure, the number of samples was 40 people. Data collection techniques used were observation, questionnaires and documentation. The scale used in this study was the Likert scale and the analysis tool used was multiple linear regression analysis. The results of this study indicate that the quality of service, price and location are good so that they can increase customer satisfaction. Service quality, price and location simultaneously have a significant effect on customer satisfaction at the AHASS 1599 Palu Workshop. Service quality partially has a significant effect on customer satisfaction at the AHASS 1599 Palu Workshop. Price partially has a significant effect on customer satisfaction at the AHASS 1599 Palu Workshop. Location partially has a significant effect on customer satisfaction at AHASS 1599 Palu Workshop

Keywords: Service Quality, Price, Customer Satisfaction.