PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN (STUDI KASUS SERVICE ONLINE GO-JEK)

Abstract

Transportation is the main requirement for everyone, Transportation is used to facilitate people in carrying out daily activities. With today's increasingly sophisticated technology, people have been facilitated in using transportation. Technology can influence online transportation at this time, because transportation has been provided online with internet applications. With the online transportation application the community can also enjoy food ordering, shipping goods, purchasing credit, cleaning services, online shopping bookings, salon message bookings. This study aims to determine the effect of service quality, price, and promotion on online transportation customer satisfaction (GO-JEK case study). Variables studied in this study consisted of Service Quality (X1), Price (X2), Promotion (X3) as independent variables, and Customer Satisfaction (Y) related variables. Analysis of data using multiple linear regression to determine the significance of each independent variable to related variables. . Significant Value on Service Quality (X1) 0.083. Significant Value at Price (X2) 0,000. Significant values on Promotion (X3) 0.005 and the following using this Value Analysis include validity test, reliability test, multiple regression analysis and hypothesis testing (Y = 0.077 X1 + 0.281 X2 + 0.215 X3) through the T test (1.985) and F test (( 2.70), as well as an analysis of the Determination Coefficient (R2) (0.717) .The sample in this study is that all people who already know how easy it is to use online transportation, the sample in this study amounted to 100 respondents with the sampling technique used. shows that the Price and Promotion variable has an influence on Customer Satisfaction in choosing or using online transportation services, and variables that do not have an influence on the customer's authority in this study are Service Quality variables towards Customer Satisfaction in choosing or using online transportation services. special attention to online transportation service companies in meni improve service quality so that it can provide better service to increase service users' interest.