PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MENYEWA KENDARAAN YANG BERDAMPAK PADA KEPUASAN KONSUMEN PADA PT GUMILAR NUSA SEJATI DI JAKARTA SELATAN

Abstract

This study aims to determine the effect of price and service quality on the decision to rent a vehicle that has an impact on satisfaction at PT Gumilar Nusa Sejati, The statistical methods used are multiple linear regression analysis, correlation coefficient test, determination coefficient test, and t test and F test to test the hypothesis partially and simultaneously. The results of the study showed that price has a positive and significant effect on the decision to rent by 32% and the hypothesis test obtained a calculated t value> t table (6.793> 1.984). Service quality has a positive and significant effect on the decision to rent by 13.4% and the hypothesis test obtained a calculated t value> t table (3.898> 1.984). Price and service quality simultaneously have a positive and significant effect on the decision to rent by 40.1% and the hypothesis test obtained a calculated F value> F table (21.413> 2.700). The decision to rent has a positive and significant effect on customer satisfaction by 72.2%. The hypothesis test obtained a calculated t value> t table (15.968> 1.984). Keywords: price, service quality, rental decision, customer satisfaction