DEFRI SYAHFITRA, NPM 2201303341 (2025) PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN MENGGUNAKAN JASA BENGKEL LAS ANTO DI PANAI HULU. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (1). pp. 1750-1762. ISSN 2614-851X(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan harga terhadap keputusan menggunakan jasa bengkel Las Anto di Panai Hulu. Latar belakang penelitian didasari oleh pentingnya pemahaman faktor-faktor yang memengaruhi perilaku konsumen dalam memilih jasa, khususnya di sektor bengkel las yang memiliki persaingan ketat. Metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 150 responden. Analisis data dilakukan dengan bantuan perangkat lunak SPSS melalui uji regresi linier berganda, meliputi uji F, uji t, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan menggunakan jasa, harga juga berpengaruh positif dan signifikan terhadap keputusan menggunakan jasa, serta keduanya secara simultan memberikan pengaruh signifikan dengan kontribusi sebesar 84,5%. Temuan ini menegaskan bahwa kombinasi kualitas pelayanan dan harga merupakan faktor utama yang memengaruhi konsumen dalam memutuskan penggunaan jasa bengkel. Penelitian ini memberikan implikasi praktis bahwa peningkatan kualitas pelayanan yang konsisten dan penerapan strategi harga yang kompetitif akan memperkuat daya saing bengkel di pasar lokal. Kata Kunci: Kualitas Pelayanan; Harga; Keputusan Konsumen; Jasa Bengkel ================================================================================================ This study aims to analyze the effect of service quality and price on the decision to use Las Anto welding workshop services in Panai Hulu. The background of this research is based on the importance of understanding the factors that influence consumer behavior in choosing services, particularly in the welding workshop sector which faces intense competition. This research employed a quantitative approach by distributing questionnaires to 150 respondents. Data were analyzed using multiple linear regression with SPSS software, including F-test, t-test, and coefficient of determination (R²). The results reveal that service quality has a positive and significant effect on the decision to use the service, price also has a positive and significant effect on the decision, and both variables simultaneously have a significant effect with a contribution of 84.5%. These findings confirm that the combination of service quality and price is the key factor influencing consumers’ decisions to use workshop services. The practical implication of this study suggests that consistent improvement in service quality and the implementation of competitive pricing strategies will strengthen the workshop’s competitiveness in the local market. Keywords: Service Quality; Price; Consumer Decision; Workshop Services
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Pelayanan; Harga; Keputusan Konsumen; Jasa Bengkel==============Service Quality; Price; Consumer Decision; Workshop Services |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 20 Oct 2026 06:58 |
| Last Modified: | 20 Oct 2026 06:58 |
| URI: | http://repository.ulb.ac.id/id/eprint/2931 |
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