PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA JASA TRANSPORTASI ONLINE GRAB DI PURWOKERTO

PRATAMA, RAFLI CALYZA UNGGUL (2023) PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA JASA TRANSPORTASI ONLINE GRAB DI PURWOKERTO. S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

Customer satisfaction is a very important factor, the better the service provided, the more satisfied consumers will be. Satisfied consumers will create customer loyalty, tend to buy products or services provided and recommend them to others so as to increase company revenue. This study aims to analyze the effect of price, promotion and service quality on customer breadth of Grab transportation service users in Purwokerto. Selection of this research sample using purposive sampling. The sample of this research is 154 respondents. The research method in this study is multiple linear regression. The results of the analysis show that simultaneously the price, promotion and service quality variables affect customer satisfaction. For the partial test, the variable price and service quality have a positive and significant effect, while the promotion variable has a positive and insignificant on customer satisfaction.

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