PENGARUH KUALITAS PELAYANAN, HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN TRANSPORTASI OJEK ONLINE GRAB

Dia Putra Saragih, Maria Ulfah, Okianna Okianna

Abstract


The purpose of this study was to ascertain the effect of service quality, pricing, and brand image on customer satisfaction when FKIP UNTAN students use online Grab transportation.The research approach employed was quantitative research employing survey methods. 62 Fkip Untan students who had utilized the Grab website at least twice were included in this survey. A questionnaire is employed as the instrument. Multiplle linear regression analysis was used to examine the data in SPSS version 20. Wii th a Tcount of 2.693 > Ttable of 2.001 and a significance value of (0.009 < 0.05), thie results showed that service quality had a favorable and substantial impact on customer satisfaction among FKIP Untan students who utilized Grab online transportation. Witth a Tcount of 2.330 > Ttable of 2.001 and a significance value of (0.023 < 0.05), price has a positive and substantial impact on consumer satisfaction when FKIP Untan students use Grab online transportation. Witih a Tcount of 3.954 > Ttable of 2.001 and a significance value of (0.000 0.05), brand image has a favorable impact on customer sati sfaction when FKIP Untan students use Grab online service. Simultaneously, the quality of servicie, price, and brand image affect consumer satisfaction using Grab online transportation among FKIP Untan students, with a Fcount of 21.146 > Ftable of 2.76, a ‘significance value of (0.000 <0.05), and a coefficient of determination (R2) of 0.522 (52.2%).


Keywords


Brand Image, Consumer Satisfaction, Price, Service Quality

Full Text:

PDF


DOI: http://dx.doi.org/10.26418/jppk.v12i12.71002

Refbacks

  • There are currently no refbacks.



Jurnal Pendidikan dan Pembelajaran Khatulistiwa (JPPK)  published by

Faculty of Teacher Training and Education, Universitas Tanjungpura

CP: (62)83125507573

ISSN: 2715-2723 (online)



This is a website that publishes open access articles distributed under the Creative Commons License. Licensed under the terms  of the Creative Commons Attribution 4.0 International License .Lisensi Creative Commons 

View JPPK Stats