PENGARUH HARGA, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN TAKSI PRIMA JUANDA SURABAYA

Abstract

Along with the development of the era of economic growth which grows rapidly in Indonesia, so much competition is getting more competitive. Companies are required to be more sensitive, creative, and innovative. Some terms which have to be carried out by the companies to achieve success in the competition is by trying to achieve goals to create and to retain customers. In order to achieve these goals, each company must strive to produce and deliver services which are desired by customers with a reasonable price. Currently customers start to think selectively and smart in selecting a product, so they will gain the benefits of a transportation service. The population is all passengers of Prima Taxi Juanda who are in Juanda Airport Surabaya area and the samples are 100 customers which have been selected by using accidental sampling method. The analysis method has been done by using multiple linear regressions analysis and the 23rd version of SPSS (Statistical Product and Service Solutions). The results indicate that Price, Service Quality and Brand Image give positive and significant influence to the Purchasing Decision. Simultaneously, independent variables give significant influence to the dependent variable with its significance level of 0.000.
Keywords: Price, Service Quality and Brand Image.