The Influence of Service Quality and Price on Consumer Satisfaction at ATS Service HP Sarolangun

Abstract

This study aims to analyze the effect of service quality and service price on customer satisfaction at ATS Service HP Sarolangun. The research uses a quantitative approach with an associative research design. Data were collected through questionnaires from 30 respondents who had used mobile phone repair services at ATS Service HP. The data analysis technique employed multiple linear regression using SPSS version 25. The results show that, simultaneously, service quality and service price have a significant effect on customer satisfaction, indicated by an F-value of 19.867 > F-table 3.35 with a significance value of 0.000 < 0.05. Partially, service quality does not have a significant effect on customer satisfaction, with a t-value of 1.507 < t-table 2.052 and a significance value of 0.143 > 0.05, while service price has a significant effect on customer satisfaction, with a t-value of 3.186 > t-table 2.052 and a significance value of 0.004 < 0.05. The coefficient of determination (R Square) of 0.595 indicates that 59.5% of customer satisfaction is explained by service quality and service price, while the remaining 40.5% is influenced by other variables outside the model. Based on these findings, it can be concluded that service price is the dominant factor influencing customer satisfaction at ATS Service HP, although both variables simultaneously have a significant effect.