<![CDATA[This research applied purposive sampling method with quantitative approach involving 96 chosen respondents to examine the influence of service quality and price on the decision to use maxim service in Rantauprapat city. Data study can be interpreted by using t-tests, multiple linear regression, F-tests, and the coefficient of determination, employing IBM SPSS Statistics 31 software. The analysis results indicate that “service quality has a positive and significant influence on the decision to use Maxim services in Rantauprapat City”, whereas “price has a positive but insignificant influence on the decision to use Maxim services in the city”. “Simultaneously, service quality and price were found to have a significant influence on the decision to use Maxim services in Rantauprapat City”. An adjusted R-square value of 0.569 indicates that 56.9% of the variation in consumers' decision to use Maxim services in Rantauprapat City can be explained by service quality and price, while the remaining 43.1% is influenced by factors not included in the research model. These findings demonstrate that service quality plays a crucial role in driving consumer decisions to use Maxim services in Rantauprapat City.]]>
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