The Effect of Service Quality and Pricing Strategy on Customer Satisfaction in Community-Based Sports Facilities: A Case Study of Djagal Futsal Patrol

Abstract

The declining number of futsal court rentals at Djagal Futsal Patrol in Indramayu Regency indicates issues in service management and pricing perceptions. This study aims to analyze the effect of service quality and pricing strategy on customer satisfaction in a community-based sports facility. A quantitative approach was employed using a survey method involving 30 purposively selected respondents. The research instrument was tested for validity, reliability, and classical assumptions prior to conducting multiple linear regression analysis. The results show that service quality and pricing strategy simultaneously have a significant effect on customer satisfaction, with a coefficient of determination (R²) of 57.8%. Partially, the pricing strategy contributed more dominantly (42.8%) compared to service quality (32.0%). These findings highlight that price fairness and interpersonal service are key factors in shaping customer loyalty. The practical implication of this study suggests the need to enhance responsive and friendly service, along with the implementation of transparent and competitive pricing strategies, to sustain customer satisfaction and ensure business sustainability