PENGARUH PROMOSI, HARGA DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN GOJEK PADA MAHASISWA STIESIA SURABAYA

Abstract

Gojek is one of the online transportation service provided which gave solution to solved the problem in society. This research aimed to find out the effect of promotion, price and firm image to the Gojek customers satisfaction at students of STIESIA Surabaya. This research was quantitative. Furthermore, the data of this research was primary data which was collected thorugh questionnaire distribution with purposive sampling it was obtained 100 respondents of students of STIESIA Surabaya who had ever become the customers of Gojek service. Moreover, the data analysis technique of this research used multiple linear regressions analysis, F test, t test with the applications of SPSS program (Statistical Product and Service Solutions). The result of this research showed that promotion and price did not have any significant effect but gave positive sign to the customers’ satisfaction, meanwhile the firm image gave significant effect with positive sign to teh customers’ satisfaction. The Gojek Company should gave more attention and adapted the promotion, price and firm image in order to give effect to Gojek customers’ satisfaction at students of STIESIA Surabaya.
keyword : promotion, price, firm image, customers’ satisfaction