<![CDATA[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]]>
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