Open AccessPENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PENGGUNA JASA TRANSPORTASI OJEK ONLINE (Studi Pada Pelanggan GrabBike Di Kota Medan).
Author(s) -
Gloria J.M Sianipar
Publication year - 2019
Publication title -
jurnal manajemen dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2685-7294
pISSN - 1412-0593
DOI - 10.54367/jmb.v19i2.576
Subject(s) - customer satisfaction , likert scale , service quality , mathematics , brand image , variables , regression analysis , advertising , linear regression , statistics , customer value , test (biology) , quality (philosophy) , psychology , marketing , service (business) , business , economics , physics , paleontology , quantum mechanics , biology , market economy , hierarchy
This research aims to analyze the impact of Service Quality, Price Perception and Brand Image on Customer Satisfaction of The User of Online Transportation (Case on The User of GrabBike in Medan). Data collection empasys a sample of 100 from 32 items using Likert Scale standard of measurement. In this research, free variables consist of service quality, price perception, and brand image. Bound variable is customer satisfaction. Testing includes test the validity, reliability test and assumptions classic. While the method of data analysis used multiple linear regression.The result of ttest showed that the service quality, price perception and brand image has a significant effect on customer satisfaction. The results of signification value for each variable, both variables X and variable Y is above the alpha value (0.05), resulting in acceptance of H1and H0rejection. The result of F test showed that the service quality, price perception and brand imageworked togetherto gave positive and significant contribute on customer satisfaction.In accordance with a multiple linear regression equation, Y = 2,689 + 0,106 X1 + 0,133X2 + 0,141X3 +e. So in essence, variable X has a significant effect at customer satisfaction.The result of this research were brand image has the highest significant effect to customer satisfaction.