Analisis Pengaruh Harga Terhadap Minat Rental Mobil Di Elsa Motor (Studi Kasus Masyarakat Bengkalis)

The purpose of this study is to analyze respondents' perceptions regarding pricing at Elsa Motor rental, to analyze respondents' perceptions regarding their interest in renting from Elsa Motor, and to examine the effect of price on car rental interest at Elsa Motor. This study uses quantitative data. The type of research conducted is associative research. The population in this study consists of residents of Bengkalis who are interested in using the car rental services of Elsa Motor, with a total sample of 100 respondents. The sampling technique used is purposive sampling. Data collection was carried out using questionnaires. The data analysis techniques applied are correlation analysis and simple linear regression analysis, utilizing SPSS version 25. Based on the respondents’ perceptions of the price variable, there were eight statements with an average score of 4.38, which falls into the “very high” category. For the interest in car rental variable, there were nine statements with an average score of 4.46, also categorized as “very high.” The results of the study indicate that price has a positive and significant effect on interest in car rental, thus the alternative hypothesis (Ha) is accepted and the null hypothesis (Ho) is rejected, with a significance value of 0.000 < 0.05. The coefficient of determination (R square) is 0.662, indicating that the price variable accounts for 66.2% of the variation in interest in car rental at Elsa Motor Bengkalis, while the remaining 33.8% is influenced by other variables not included in this study.