<![CDATA[This study aims to analyze the effect of service quality and price on customer satisfaction at Malabar Adventure Outdoor Gear Rental Store. This research employs a quantitative approach using a survey method involving customers of Malabar Adventure Outdoor Gear Rental Store. Data were collected through questionnaires and analyzed using multiple linear regression analysis, partial significance test (t-test), simultaneous significance test (F-test), and the coefficient of determination (R²). The results indicate that service quality has a positive and significant effect on customer satisfaction. Price also has a positive and significant effect on customer satisfaction. Simultaneously, service quality and price have a positive and significant effect on customer satisfaction. The coefficient of determination (R²) also indicates that variations in customer satisfaction can be explained by service quality and price, while the remaining variations are influenced by other factors beyond the scope of this study. Based on the research findings, it can be concluded that service quality is the most dominant variable in improving customer satisfaction, followed by price. Therefore, Malabar Adventure Outdoor Gear Rental Store is advised to continuously improve its service quality through service standardization and employee training, as well as implement competitive and transparent pricing strategies that are aligned with the benefits received by customers in order to increase customer satisfaction.]]>
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