PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN PROMOSI TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE

Abstract

As there is a strong competition among online transportation, Grab is determined to improve their marketing strategies in order to satisfy the customers. Therefore, this research aimed to find out the effect of service quality, brand image, and promotion on customers’ satisfaction of online transportation. While the population was customers who used the online transportation service of Grab in Surabaya. The research was quantitative. Moreover, the data collection technique used accidental sampling. Furthermore, the instrument in data collection technique used questionnaires which were distributed to customers. In line with that, there were 100 respondents as the sample. Additionally, the data analysis technique used multiple linear regression with SPSS 23. According to the result of the classical assumption test, there were no deviate variables. In addition, the testing result concluded that service quality had a positive and significant effect on customers’ satisfaction of Grab in Surabaya. Likewise, brand image had a positive and significant effect on customers’ satisfaction of Grab in Surabaya. Similarly, promotion had a positive and significant effect on customers’ satisfaction of Grab in Surabaya.
Keywords: service quality, brand image, promotion, customers’ satisfaction.