PENGARUH KUALITAS LAYANAN, HARGA, DAN PROMOSI, TERHADAP KEPUASAN PELANGGAN LAYANAN GOJEK DI SURABAYA

Abstract

Advances in science and technology greatly affect human life, either directly or indirectly. The impact of these
developments can be seen in all sectors, even giving rise to new things that have never existed before.
Developments and advances, especially in technology, are influential and are able to change some conventional
sectors to be bigger on an online basis. This reasearch aimed to observe, analyze, and test the effect of service
quality, price, and promotion on customers’ satisfaction at GOJEK in the city of Surabaya. This research used
cerrelational research with the quantitative analysis method, furthermore, the research sample used service users
of GOJEK on October 2021 as many as 100 samples with probabilistic sampling technique. Meanwhile, the data
collection technique used questionnaire distribution to the respondents. Moreover, the analysis tecnique used
multiple linear regressions analysis. The analysis result prove that: (1) Service quality had a positive and
significant effect on the customers’ satisfaction at GOJEK city of Surabaya; (2) Price had a positive and
significant effect on the customer satisfaction of GOJEK city of Surabaya, and; (3) Promotion had a positive and
significant effect on customer satisfaction at GOJEK city of Surabaya.