Most of the dealers I've encountered offered to provide your first oil change for free if you purchased the car from them. If they didn't offer that to you when you purchased your car, you might call the service outfit and ask if they offer that deal.
I paid $37.63 for an oil change at my local Kia dealer (in Southern California) last month, I think the oil change six months before that cost about the same. I have not found anything in the owner's manual to indicate that synthetic is required, but the service writer at the dealer always tells me that it is required and that they will use synthetic for my oil change, and I figure: what the heck: I just spent a wad of cash to purchase this car, so why wouldn't I want to use synthetic?
At that price, it's worth it to me to get it done at the dealer (whether it's synthetic or not), and I think they know that: they don't necessarily make money on the oil change, but they probably figure that they can build customer loyalty and get me "trained" to use them for other services (and they're probably right) if they consistently sell me oil changes at a reasonable price. I could save a few dollars by doing it myself or taking it to an independent shop, but is the $10 that I'd save really worth it to me? No: I like not having to hassle with waste oil, not having to clean up oil spills in my driveway, and having a clearly established record with Kia and CarFax that I changed my oil on a regular schedule. That record might pay off someday down the road if I need warranty service or if I want to sell the car.
But there have been some bumps along the way in my relationship with this particular dealer. They told me over the phone on two separate occasions that they couldn't work on my car (the guy who told me that was ill informed). When I showed up, they told me on the first occasion that my oil change would cost more than $60 and on the second occasion that it would cost more than $70. I told them on both occasions that it struck me as a steep price (and I thought to myself that I would never come back to them for another oil change), but then when the job was done they told me that it was actually about $47. And then I applied the $10 coupon they had given to me to get it down to $37. I've learned to make a habit of asking for that coupon for the next oil change when I pay for the current oil change.
One of the other advantages of taking it to the dealer to get an oil change is that they can check for issues that they are authorized to repair free of charge to you (paid by Kia), and which you might not know about.
Purchasing your own filter and oil and then taking it to someone else to do the work can also be a viable option. The Kia dealer might not go along with it, but the local independent shop might. But you need to understand that they make a portion of their income on the markup for those components, and if you deprive them of the opportunity to do that, then they are likely to charge you more for the "service" aspect of the bill.
Hope this info helps.
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