<![CDATA[Transformasi digital dalam industri percetakan menuntut perusahaan memahami faktor-faktor yang mempengaruhi kepuasan pelanggan untuk mempertahankan daya saing. Penelitian ini bertujuan menganalisis pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan pada Percetakan Andtoprint Jakarta Selatan. Menggunakan pendekatan kuantitatif dengan metode explanatory research, data dikumpulkan melalui kuesioner dari 53 responden pelanggan Andtoprint dan dianalisis menggunakan regresi linier berganda dengan SPSS. Hasil penelitian menunjukkan harga berpengaruh positif signifikan terhadap kepuasan pelanggan dengan kontribusi 32,6% (t-hitung=4,967; sig.=0,001), sedangkan kualitas pelayanan memberikan pengaruh lebih dominan dengan kontribusi 42,3% (t-hitung=6,119; sig.=0,001). Secara simultan, kedua variabel menjelaskan 44,6% variasi kepuasan pelanggan (F-hitung=20,161; sig.=0,001). Penelitian menyimpulkan bahwa meskipun harga kompetitif penting, kualitas pelayanan memiliki daya ungkit lebih besar dalam membentuk kepuasan pelanggan. Disarankan agar manajemen memprioritaskan peningkatan kualitas pelayanan melalui optimalisasi ketepatan waktu, kompetensi karyawan, dan konsistensi hasil cetak, serta menerapkan strategi penetapan harga berbasis nilai untuk mengoptimalkan kepuasan pelanggan dan profitabilitas perusahaan. Kata Kunci: Harga, Kepuasan Pelanggan, Kualitas Pelayanan, Percetakan Digital, Regresi Linier Berganda Abstract The digital transformation in the printing industry requires companies to understand factors influencing customer satisfaction to maintain competitiveness. This study aims to analyze the influence of price and service quality on customer satisfaction at Andtoprint Printing Jakarta Selatan. Using a quantitative approach with explanatory research method, data were collected through questionnaires from 53 Andtoprint customers and analyzed using multiple linear regression with SPSS. Results indicate that price has a significant positive effect on customer satisfaction with a contribution of 32.6% (t-value=4.967; sig.=0.001), while service quality shows a more dominant influence with a contribution of 42.3% (t-value=6.119; sig.=0.001). Simultaneously, both variables explain 44.6% of customer satisfaction variance (F-value=20.161; sig.=0.001). The study concludes that although competitive pricing is important, service quality has greater leverage in shaping customer satisfaction. Management is advised to prioritize service quality improvement through optimization of time accuracy, employee competence, and print result consistency, as well as implement value-based pricing strategies to optimize customer satisfaction and company profitability. Keywords: Customer Satisfaction, Digital Printing, Multiple Linear Regression, Price, Service Quality]]>
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