Analisis Pengaruh Kualitas Pelayanan, Harga, dan Lokasi terhadap Keputusan Pelanggan Bengkel Mobil Speedline Auto Maxpro Medan

Abstract

This study aims to analyze the influence of service quality, price, and location on customer satisfaction at Speedline auto maxpro workshop in Medan. This type of research is associative with a quantitative approach. The type of data used in this study is primary data in the form of a questionnaire, with the population being customers of the Speedline auto maxpro workshop in Medan, and the sample consisting of 62 customers from the Speedline auto maxpro workshop. The analysis technique used is multiple linear regression. The results show that service quality has a positive and significant effect on customer satisfaction at the Speedline auto maxpro workshop in Medan. Price has a positive and significant effect on customer satisfaction at the Speedline auto maxpro workshop in Medan. Location has a positive and significant effect on customer satisfaction at the Speedline auto maxpro workshop in Medan. Service quality, price, and location all have a positive and significant effect on customer satisfaction at the Speedline auto maxpro workshop in Medan.