<![CDATA[Competition in the expedition service industry required companies to maintain service quality and offer prices are acceptable to customers. The research seeks to examined the impacts of service quality and price on customers’ decision to used the service of CV Zulfikar Abadi in Ungaran, Semarang Regency. The study employed a quantitatives methods with a causal-associative designs. The population consisted of 50 active customers, all of whom were selected used saturated sampling. Data gathered by a five-point Likert-scale questionnaires and examined used validity and reliability test, classical assumption test, multiple linear regression, t-test, F-test, and coefficient of determination. The outcomes showed service quality has a positively and significantly impacts on service-use decisions, with a t-value of 2.945 and a Sig. of 0.005. Price has a positively and significantly impacts, with a t-value of 9.129 and a Sig. of 0.000. Price has a relatively stronger impacts than service quality. Simultaneously, service quality and price significantly affect service-use decisions, as indicated by an F-value of 74.993 and a Sig. of 0.000. The Adjusted R Square of 0.751 indicated the two independent variables explained 75.1% of the variation in service-use decision.]]>
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