PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN JEMAAH IBADAH UMRAH DI PERSEROAN TERBATAS (PT). HAJI MABRUR BAROKAH KOTA MAKASSARNIM.: 22102040009Muhammad Nur AlamsyahauthorThis research is motivated by the intense competition within the Umrah travel industry in Indonesia, which demands service providers to optimize their services and pricing strategies to retain customers. This study aims to analyze the influence of service quality and price on pilgrim satisfaction at PT. Haji Mabrur Barokah in Makassar City. Utilizing a quantitative approach with multiple linear regression analysis, data were collected through questionnaires distributed to the pilgrims. The research instruments successfully passed validity and reliability tests, as well as met the classical assumption requirements. The results indicate that service quality and price have a positive and significant effect on pilgrim satisfaction. The F-test demonstrates that the calculated F-value exceeds the tabular F-value, confirming the significant simultaneous effect of both variables. Furthermore, the regression analysis confirms that improvements in service quality and appropriate pricing are directly proportional to the increase in pilgrim satisfaction.297.352 Manajemen Haji-Umroh2026-05-18UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis