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The Influence of Price and Service Quality on Customer Satisfaction at T. Nogo Baru Motor Workshop in Surabaya

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Wiwik Prihartanti(1Mail), Ahmad Gamal(2),
(1) Jurusan Admisnitasi Bisnis, Fakultas Sosial dan Politik, Universitas W.R. Suprtaman Surabaya,
(2) Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas W.R. Suprtaman Surabaya,

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Available online: 2026-02-04  |  Published : 2026-02-04
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Abstract


This study aims to determine the effect of price and service quality on customer satisfaction at T Nogo Baru Motor Workshop in Surabaya. The study used a sample of 100 respondents obtained through a saturated sampling method. The data collection technique employed was a questionnaire distributed to respondents. A quantitative method with multiple linear regression analysis using SPSS version 23 was applied in this research. The results indicate that price and service quality partially have a significant effect on customer satisfaction at T Nogo Baru Motor Workshop in Surabaya. Meanwhile, price and service quality simultaneously have a significant effect on customer satisfaction at T Nogo Baru Motor Workshop in Surabaya. Based on the coefficient of determination test, the results show that price and service quality contribute 66.2% to customer satisfaction, while the remaining 33.8% is influenced by other variables not examined in this study.

Keywords


Price, Service Quality, Customer Satisfaction

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