PENGARUH PNETAPAN HARGA SERVICE, KUALITAS PELAYANAN, DAN LOKASI TERHADAP MINAT PENGGUNA JASA SERVICE PADA AHASS PELITA MOTOR MOJOROTO
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Abstract
This study aims to determine the effect of pricing, service quality, and location on user interest in services at AHASS Pelita Motor Mojoroto. The research method used is a quantitative method with a descriptive approach. Data collection in this study was carried out by distributing questionnaires to AHASS Pelita Motor Mojoroto customers and calculated using the SPSS Version 25 application. Data analysis techniques used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t-test, F-test, and R2 Determination Coefficient Test. In the Validity Test, it is known that all question items (X1, X2, X3 and Y) have a significance value of 0.000 <0.05 so that each variable is declared valid. Then in the Reliability Test, each variable is declared reliable because it has a Cronbach's Alpha value> 0.60. Then in the t-test it is known that the service pricing variables (X1), service quality (X2), and location (X3) have a significance value of 0.000 <0.05 so that the three variables partially have a significant effect on the interest of service users. Then in the F-test it shows that the results of the significance value are 0.000 <0.05 which indicates that service pricing, service quality, and location have a simultaneous effect on the interest of AHASS Pelita Motor Mojoroto service users
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