Analysis Of The Effect Of Service Quality And Price On Customer Satisfaction At The Astaka Motor Workshop In Sendangmulyo, Semarang
DOI:
https://doi.org/10.51903/e-bisnis.v19i1.3831Keywords:
service quality, price, customer satisfaction, motorcycle workshopAbstract
This study examines whether service quality and price influence customer satisfaction at Astaka Motor Workshop in Sendangmulyo, Semarang. The topic is important because workshop customers usually judge a service not only from the technical repair result, but also from the speed of handling, the clarity of communication, the fairness of the cost, and the overall feeling of trust. The study uses a quantitative associative-causal design with 70 respondents selected through purposive sampling. A structured questionnaire was prepared using a five-point Likert scale and analyzed through descriptive statistics, validity and reliability testing, classical assumption testing, multiple regression, a t-test, an F-test, and the coefficient of determination. The results indicate that both service quality and price have a positive and significant effect on customer satisfaction. Service quality shows the stronger influence, which means that customers pay close attention to punctuality, communication, staff behavior, and the consistency of repair results. Price is also significant because customers want charges that feel fair, transparent, and aligned with the benefits received. The combined model explains a large portion of customer satisfaction and suggests that workshop management should improve service consistency, shorten response time, and provide more transparent pricing information. The study contributes a practical service-marketing perspective for motorcycle workshops in competitive urban markets.
References
Abdullah, D., Hamir, N., Nor, N. M., Jayaraman, K., &Rostum, A. M. M. (2018). Food quality, service quality, price fairness and restaurant re-patronage intention: The mediating role of customer satisfaction. International Journal of Academic Research in Business and Social Sciences, 8(17), 211–226. https://doi.org/10.6007/IJARBSS/v8-i17/5226
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., &Mostofa, M. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. TQM Journal, 35(2), 519–539. https://doi.org/10.1108/TQM-06-2021-0158
Andari, E., et al. (2023). Satisfaction as a mediation in the relationship between service quality and price perception to customer loyalty in Bantul retail store. Atlantis Press proceedings. https://www.atlantis-press.com/proceedings/icbabe-22/125986950
Azizi, M., Rizan, M., &Febrilia, I. (2024). The influence of e-service quality, price fairness, and perceived ease of use on repurchase intention through customer satisfaction in online food delivery. JURNAL CAPITAL: Kebijakan Ekonomi, ManajemendanAkuntansi, 6(1), 12–31. https://doi.org/10.33747/capital.v6i1.208
Dhisasmito, P. P., &Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253–2271. https://doi.org/10.1108/BFJ-10-2019-0763
Ghozali, I. (2021). Aplikasianalisis multivariate dengan program IBM SPSS 26. Diponegoro University Publishing Agency.
Gün, İ., &Söyük, S. (2025). The serial mediation effect of perceived quality and customer satisfaction on the relationship between trust and repurchase intention: A research on private health insurance owners. BMC Health Services Research, 25, 257. https://doi.org/10.1186/s12913-025-12269-9
Halim, Y., Salem, K., Tawfik, H., & Maree, A. (2025). Service quality as a driver of customer satisfaction and purchase intentions: A mixed-methods longitudinal study of the Egyptian Post Office (2013–2023). Future Business Journal, 11, 246. https://doi.org/10.1186/s43093-025-00634-3
Handayani, C. M., &Priyanto, W. (2021). Customer loyalty of KanggoRiko Coffee Shop Sidoarjo. Journal of Applied Management and Business, 2(2), 60–69. https://doi.org/10.37802/jamb.v2i2.209
Haris, A. (2023). Implications of service and product attributes on customer loyalty. Advances: JurnalEkonomi&Bisnis, 1(2). https://doi.org/10.60079/ajeb.v1i2.72
Joviando, J., &Kurniawati, K. (2022). The effects of overall service quality, customer value, customer trust, and customer satisfaction on customer loyalty in the hotel industry. JurnalEkonomi, Bisnis& Entrepreneurship (e-Journal), 16(2), 156–169. https://doi.org/10.55208/jebe
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Livia, V., &Hendratmoko, H. (2024). The effect of service quality and price perception on customer loyalty mediated by customer satisfaction at BengkelSukses Jaya. Jurnal Indonesia SosialSains, 5(11), 2795–2811. https://doi.org/10.59141/jiss.v5i11.1467
Lupiyoadi, R. (2017). Manajemenpemasaranjasa: Berbasiskompetensi. SalembaEmpat.
Naazie, G. K., et al. (2025). Customer satisfaction with unprocessed agricultural products: Price, product quality and service delivery determinants. Springer article.
Nathalia, N., &Diayudha, L. (2024). The influence of perceived service quality, price fairness, consumer satisfaction on consumer loyalty towards Starbucks’s consumers. Dinasti International Journal of Digital Business Management, 5(2). https://doi.org/10.31933/dijdbm.v5i2.2128
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Pinaraswati, S. O., Farida, I., Susilowati, S., &Suprihati, S. (2024). The influence of service convenience and price fairness on customer loyalty: Mediating effect of customer satisfaction. International Journal of Economics, Business and Accounting Research, 8(2). https://doi.org/10.29040/ijebar.v8i2.14097
Pratama, A., Pratama, M. A., &Apriyana, N. (2024). The impact of service quality and price on customer satisfaction (Case study of integrated rail crossing). JurnalEkonomi, 13(02), 1490–1500. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/4762
Purwanto, A., Qomariah, N., Nursaid, N., &Thamrin, M. (2024). The influence of service quality, trust and product quality on customer loyalty of the coffee shop “Kopi Roso” Jember. Budapest International Research and Critics Institute-Journal, 7(2), 335–345. https://doi.org/10.33258/birci.v7i2.7881
Saputra, R. H., Mariam, S., &Ramli, A. H. (2024). The effect of service quality and customer satisfaction on customer loyalty in coffee shop. JurnalIlmiahManajemenKesatuan, 12(5), 1697–1714. https://doi.org/10.37641/jimkes.v12i5.2824
Saridou, A. S., et al. (2025). Spatial multicriteria customer satisfaction analysis: The case of the single-store retailer. Operational Research, 2025. https://doi.org/10.1007/s12351-025-00962-w
Silalahi, R. V., &Novenson, N. (2024). Unlocking customer loyalty in Indonesian local coffee shops: An in-depth analysis of the influential factors. JurnalManajemenBisnis, 15(2), 419–446. https://doi.org/10.18196/mb.v15i2.22441
Sugiyono. (2019). Metodepenelitiankuantitatif, kualitatif, dan R&D. Alfabeta.
Tjiptono, F. (2019). Pemasaranjasa: Prinsip, penerapan, danpenelitian. Andi
