The Influence of Service Quality and Price Factors on Business Process Satisfaction of PT S

Service quality is a fundamental aspect in the service industry because it is directly related to the customer experience. The dimensions of price and service quality which include reliability, responsiveness, assurance, empathy, and tangibles have a vital role in shaping customer perceptions of the services provided. When customer expectations are met through good service quality, this can encourage the creation of sustainable customer satisfaction. The purpose of this study is to determine the service quality and price factors that affect the satisfaction of PT S's business processes. This research will be held at PT S from September 2024 to October 2024. The type of research is quantitative research. The data collection technique uses primary data. Sample collection using consensus technique. This research uses a Likert scale of 1 to 5. Data analysis using the Structural Equation Model (SEM). Analysis of the influence of variables on customer satisfaction reveals that the dimensions of tangible, reliability, assurance, empathy, and price have a positive and significant influence. However, the responsiveness dimension, although showing a positive influence, does not have statistical significance on the level of customer satisfaction. Keywords: Ototronik, SEM, Service Quality, Kepuasan, Harga