KUALITAS PELAYANAN, PROMOSI PENJUALAN DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN PADA PENGGUNA TRANSPORTASI ONLINE GRAB BIKE DI KOTA SURAKARTA

Dewi Darma Wati, Bambang Mursito, Sri Hartono

Abstract


This study aims to examine the effect of service quality, sales promotion and price perception on customer satisfaction. The population used in this study is not limited to the grab application users in Surakata City. The sample used in this study was 100 people determined using the Sugiyono formula. The sampling technique used is the non probability sampling method with the sampling method used is accidental sampling and analyzed using multiple linear regression with SPSS version 21. The results of this study can be seen that the calculated F value of 32.274 (p> 3.09) and a significance value of 0.000 (p <0.05). The t value of the variable service quality variable was 3.420 (P> 1.98) and the significance value was 0.001 (p <0.05). The t value of sales promotion was 2.014 (P> 1.98) and the significance value was 0.047 (p <0.05). The t value for the price perception variable was 2.487 (P> 1.98) and the significance value was 0.015 (p <0.05). From the results of data analysis it can be concluded that there is a positive and significant effect simultaneously or partially between service quality, sales promotion and price perceptions of customer satisfaction.

Keywords : service quality, sales promotion, price perception, customer satisfaction

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DOI: http://dx.doi.org/10.29040/jie.v4i02.1230

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