PENGARUH KUALITAS LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN

Abstract

This research aimed to examine the effect of service quality, price and promotion on customers’ satisfaction of
online transportation, Grab at STIESIA Surabaya. The research was quantitative with associative approach.
While, the population was all students of STIESIA who used Grab. Moreover, the data collection technique used
probability sampling. In line with, there were 100 respondents. Furthermore, the data were primary with
questionnaire as its instrument test, i.e validity, reability and classical assumption test; through normality,
multicolinearity and heteroscedacity showed all variables did not break the criteria given. On the other hand, the
result of proper model test which used F-test and determination coefficient, regression model was properly used.
The hypothesis test result concluded service quality, price and promotion had positive and significant effect on
customers’ satisfaction. For the result of determination coefficent significance (R²), it showed 0.362. This meant,
85.4% of customers’ satisfaction was affected by service quality, price and promotion. In brief, the satisfaction
was increased as there was rise of service quality, price and promotion.
Keywords: service quality, price, promotion, customer satisfaction