PENGARUH KUALITAS LAYANAN, HARGA, CITRA PERUSAHAAN TERHADAP KEPUASAAN PELANGGAN GRAB DI SURABAYA

Abstract

This research aimed to find out the effect of service quality, price and company image on Grab customers stisfaction in Surabaya. The population was university student of STIESIA Surabaya who had been the customer of Grab. While, the data collection technique used purposive sampling with 100 respondents as sample. Moreover, the instrument used questionnaire. In addition, the data analysis technique used validity and reability test, and multiple linear regression. The result showed: (1) service quality had significant effect on Grab customer satisfaction in Surabaya. That means if the customer is satisfied with the service provided by the company, then customer satisfaction will be built automatically between the company and the customer. (2) price had significant effect on the grab customer satisfaction in Surabaya. Then it was concluded that with the right pricing is not too high and not too low and according to the services provided and the benefits felt after using the goods or services, or in accordance with the customer's perception, the level of customer satisfaction will increase. (3) company image had singnificant effect on Grab customer satisfaction in Surabaya. Itu berarti jika pelanggan memandang citra perusahaan baik maka otomatis akan menciptakan kepuasan pelanggan.
Keywords: service quality, price, company image, customer satisfaction