PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN TRANSPORTASI OJEK ONLINE GO-JEK (STUDI PADA PELANGGAN DI KOTA YOGYAKARTA)
| Main Author: | PAPYAYANTI, CINDY |
|---|---|
| Format: | Naskah Publikasi NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.uad.ac.id/18011/1/JURNAL-dikonversi.pdf http://eprints.uad.ac.id/18011/ |
Daftar Isi:
- This study aims to determine the effect of price, promotion, and quality of service on GO-JEK online motorcycle taxi customer satisfaction (a study of customers in the city of Yogyakarta). The independent variables in this study are price, promotion, and service quality, while the dependent variable in this study is customer satisfaction. The population used in this study is the people in the city of Yogyakarta who use GO-JEK services. The sample used in this study was 100 samples. The 3 sampling technique in this study is to use a purposve sampling technique. The data of this study are primary data sourced from questionnaires and data analysis using multiple regression analysis with the help of SPSS 20 software. The results of this study indicate that the price variable partially has a positive and significant effect on customer satisfaction, hypothesis 1 is accepted. Promotion variable partially has a positive and significant effect on customer satisfaction, hypothesis 2 is accepted. Service quality variable partially has a positive and significant effect on customer satisfaction then hypothesis 3 is accepted. Based on the results of the F test (simultaneous test) the price, promotion, and service quality variables have significant and significant effects on customer satisfaction, hypothesis 4 is rejected.