PENGARUH KUALITAS PELAYANAN, HARGA, DAN KEPERCAYAAN TERHADAP KEPUASAAN KONSUMEN GO-JEK DI KOTA SURABAYA

Abstract

This research aimed to find out the effect of service quality, price, and trust on the consumers’ satisfaction with GOJEK in Surabaya. The population was the consumers who used the service through GOJEK company in Surabaya. The research was quantitative-correlational. The data were primary. Moreover, the data collection technique used incidental sampling. The instrument in the data collection technique used questionnaires, with 98 respondents as the sample. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 23. The research result concluded that service quality had a positive and significant effect on consumers’ satisfaction with GOJEK in Surabaya. Likewise, the price had a positive and significant effect on consumers’ satisfaction with GOJEK in Surabaya. Similarly, trust had a positive and significant effect on consumers’ satisfaction with GOJEK in Surabaya. In addition, the coefficient determination test’s result showed that the variables (service quality, price, and trust) contributed 53.5% to consumers’ satisfaction. While, the rest percentage, 46.5% was affected by other variables outside the research model.