<![CDATA[Penelitian ini bertujuan menganalisis pengaruh kualitas pelayanan dan perceived value terhadap kepuasan pelanggan pada Bengkel Putri Motor di Kecamatan Kamang Baru. Penelitian dilatarbelakangi oleh fluktuasi jumlah kunjungan pelanggan serta adanya kendala operasional, seperti keterbatasan fasilitas dan jumlah mekanik yang berdampak pada lamanya waktu tunggu. Selain itu, kajian empiris yang mengintegrasikan kualitas pelayanan dan perceived value pada usaha bengkel lokal masih terbatas. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 97 pelanggan yang dipilih menggunakan rumus Slovin. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 31. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan perceived value secara parsial maupun simultan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Nilai koefisien determinasi menunjukkan bahwa kepuasan pelanggan sebagian besar dipengaruhi oleh kedua variabel tersebut. Temuan ini menegaskan bahwa peningkatan kualitas layanan, perbaikan fasilitas, dan optimalisasi nilai yang dirasakan pelanggan menjadi faktor penting dalam meningkatkan kepuasan dan loyalitas pelanggan secara berkelanjutan. This study aims to analyze the effect of service quality and perceived value on customer satisfaction at Putri Motor Workshop in Kamang Baru District. The study was motivated by fluctuations in customer visits and operational constraints, such as limited facilities and an insufficient number of mechanics, which resulted in longer waiting times. In addition, empirical studies integrating service quality and perceived value in the context of local automotive workshops are still limited. This study employed a quantitative approach using a survey method involving 97 customers selected through the Slovin formula. Data were collected using Likert-scale questionnaires and analyzed using multiple linear regression with SPSS version 31. The results show that service quality and perceived value partially and simultaneously have a positive and significant effect on customer satisfaction. The coefficient of determination indicates that customer satisfaction is largely influenced by these two variables. These findings confirm that improving service quality, upgrading facilities, and optimizing customers’ perceived value are important factors in enhancing customer satisfaction and loyalty sustainably. ]]>
