PENGARUH KUALITAS PELAYANAN, LOKASI, DAN HARGA TERHADAP KEPUASAN PELANGGAN DI AUTO 2000 HR. MUHAMMAD

Abstract

This research aimed to find out the effect of service quality, location, and price on customers’ satisfaction of Auto 2000 HR. Muhammad, Surabaya. While, the population was all consumers who had vehicle maintenance in Auto 2000 Hr. Muhammad, Surabaya. The research was descriptive-quantitative. Moreover, the data collection technique used non-probability sampling. In line with, there were 100 respondents as sample. Furthermore, the sampling technique used purposive sampling with questionnaire as the instrument. The questionnaires were distributed to respondents. Additionally, the data analysis technique used multiple linear regression with SPSS ( Statistical Product and Service Solution) 22. In addition, the instrument testing used validity and reliability test. The research result concluded service quality had positive and significant effect on customers’ satisfaction of Auto 2000, HR. Muhammad, Surabaya. Likewise, location had positive and significant effect on customers’ satisfaction of Auto 2000, HR. Muhammad, Surabaya. Similarly, price had positive and significant effect on customers’ satisfaction of Auto 2000, HR. Muhammad, Surabaya.
Keywords: service quality, location, price, customer satisfaction