PENGARUH KUALITAS LAYANAN, HARGA, DAN LOKASI TERHADAP KEPUASAN PELANGGAN DI AHASS Z618

Abstract

The growth condition of service business has become more advance and competitive so it has made the
competition in ruling the market. Garage service has become a business which grows rapidly.
Therefore, AHASS, in order to keep its existence has made customer satisfaction as their primary
objective. The purpose of this research is to find out service quality, price, and place to the customer
satisfaction at AHASS Z618 Surya Agung Motor Bangkalan Madura. The population is all
customers who have ever conduct maintenance at AHASS Z618 Surya Agung Motor Bangkalan
Madura and the samples are 100 people who have been selected by using purposive sampling method.
The analysis technique has been done by using multiple regressions analysis. The result of the test
shows that service quality, price, and place have an influence to the customer satisfaction. It indicates
that this research model is feasible to be continued in the following analysis. This result is supported
by the acquisition of correlation coefficient of 65,3% which shows that the correlation or the relation
among these variables to the customer satisfaction is firm. The result of partial test shows that the
variables which have been used in the research i.e.: service quality, price, and place, each of them has
significant
and positive influence to the customer satisfaction.

Keywords: Service Quality, Price, Place, and Customer Satisfaction