<![CDATA[Talenta Motor Workshop in Gunungsitoli City experienced fluctuations and a decline in the number of service customers, from 1,438 motorcycle service units in 2024 to 1,217 units in 2025. This condition occurred amid increasingly intense competition among motorcycle repair businesses and direct competition from a larger workshop located next to Talenta Motor. This study aims to determine the effect of price and service quality on consumers’ decisions to use Talenta Motor Workshop services, both partially and simultaneously. The study employed a quantitative explanatory research approach with a cross-sectional design. The population consisted of 1,217 customers who used the workshop’s services in 2025, while 92 respondents were selected using purposive sampling and the Slovin formula. Data were collected through a five-point Likert questionnaire and analyzed using multiple linear regression with SPSS. The results show that price has a positive and significant effect on the decision to use services (t = 2.410; Sig. = 0.018), while service quality has a positive and significant effect and is the dominant variable (t = 5.941; Sig. = 0.000; Beta = 0.559). Simultaneously, price and service quality have a positive and significant effect (F = 48.541; Sig. = 0.000), with an Adjusted R Square of 0.511, meaning that 51.1% of the variation in service-use decisions is explained by the two variables. The findings indicate that Talenta Motor should prioritize service quality improvements while maintaining competitive, transparent, and value-based pricing]]>
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