PENGARUH PROMOSI, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN GRABBIKE ( Studi Kasus Pada Mahasiswa STIESIA )

Abstract

Having online transportation, people were easily recognized by its public transportation service; by giving access through application with smartphone. Therefore, this research aimed to examine the effect of promotion, price and service quality on customers’ satisfaction of GrabBike for students of STIESIA.The research was quantitative with associative approach. While, the population was students of STIESIA who used GrabBike. Moreover, the data collection technique used simple random sampling. In line with, there were 100 respondents as the sample. Furthermore, the data were primary with questionnaires as its instrument. Additionally, the data sampling technique used Likert scale. In addition, the data analysis technique used multiple linear regression with SPSS (Statistic Product and Service Solution).The research result concluded promotion had positive and significant effect on customers’ satisfaction. Likewise, service quality had positive and significant effect on customers’ satisfaction. On the other hand, price had positife but insignificant effect on customers’ satisfaction. In brief, all hypotheses were not totally proved its truth on this research.
Keywords: Promotion, Price, Service Quality, Customers’ Satisfaction