PENGARUH KEWAJARAN HARGA DAN KUALITAS JASA TERHADAP PENETAPAN HARGA JASA PADA CLEDS.ID SIDOARJO

Abstract

This study aims to analyze the effects of price fairness and service quality on service pricing at Cleds.id Sidoarjo, both partially and simultaneously. This research employed a quantitative approach with an associative research design. The population consisted of 182 Cleds.id member customers who claimed their membership benefits during January–December 2025. A sample of 125 respondents was selected using the Slovin formula and purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using SPSS, including multiple linear regression, t-test, F-test, and the coefficient of determination. The results indicate that price fairness and service quality individually have positive and significant effects on service pricing, with regression coefficients of 0.710 and 0.279, respectively. Simultaneously, both variables have a significant effect on service pricing, with an F-statistic of 300.927 and a p-value below 0.001. The coefficient of determination of 0.831 indicates that 83.1% of the variation in service pricing is explained by price fairness and service quality, while the remaining 16.9% is attributable to factors outside the research model. These findings highlight the importance of considering customer perceptions of price fairness and service quality when evaluating pricing policies in the shoe-care service industry.