Setianingrum, Minanti Dwi (2025) PENGARUH HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN BENGKEL AA. MOTOR SERVICE SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of price, location, and service quality on customer satisfaction among consumers who purchase products or use services at AA Motor Service Surabaya. The research employed a quantitative approach, with data collected through questionnaires. The population of the study includes residents of Surabaya who have conducted transactions or used services at AA Motor Service. The sample was selected using purposive sampling, based on specific criteria: respondents must reside in Surabaya and have used the workshop’s services at least once in the past three months. A total of 89 respondents were successfully gathered for the study. The collected data were then analyzed using SPSS version 26. The results of the analysis indicate that the variables of price, location, and service quality simultaneously have a significant effect on customer satisfaction. However, when analyzed partially, only the price and service quality variables show a significant effect on customer satisfaction. On the other hand, the location variable does not have a meaningful influence when assessed individually. These findings suggest that customer satisfaction at AA Motor Service Workshop in Surabaya is more strongly influenced by competitive pricing and the quality of services provided, rather than by the location factor. Therefore, to enhance customer loyalty and satisfaction, it is recommended that the workshop management continues to improve service quality and maintain competitive pricing.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Minanti Dwi Setianingrum | ||||||||
| Date Deposited: | 16 May 2025 03:07 | ||||||||
| Last Modified: | 16 May 2025 03:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36257 |
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