PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP MINAT PEMAKAIAN JASA ULANG

Abstract

There were many factorswhich affect the customers’ rebuying decision on the goods quality and service quality of product or service. They are customer’s satisfaction, customer’s loyalty, service quality, product quality, brand image and price. This research aimed to analyze the effect of service quality and price on the interest of rebuying decision at Auto 2000 garage Basuki Rahmat Branch, Surabaya. The research was quantitative. While, the population was customers who had ever done vehicle care at Auto 2000 garage Basuki Rahmat Branch, Surabaya. Furthermore, the data collection technique use purposive sampling, in which the sample was based on criteria given. In line with, there were 100 respondents as sample. In addition, the instrument used questionnaire and multiple linear regression as the data analysis technique. The research result concluded service quality and price had significant effect on the interest of rebuying decision at Auto 2000 garage Basuki Rahmat Branch, Surabaya. In brief, the company of Auto 2000 garage Basuki Rahmat Branch Surabaya needed to improve and maintain its innovation in giving service also a fair benefits which compared to the determined price. As the result, the customers would like to return to have vehicle care at Auto 2000 garage Basuki Rahmat Branch,Surabaya.

Keywords : service quality, price, interest of rebuying.