PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN MITRA GOJEK

Mei Linda Sukmawaty; Murniyati Murniyati

doi:10.37600/ek&bi.v8i2.2433

Mei Linda Sukmawaty Fakultas Ekonomi Dan Bisnis, Universitas Bina Sarana Informatika
Murniyati Murniyati Fakultas Ekonomi Dan Bisnis, Universitas Bina Sarana Informatika

DOI: https://doi.org/10.37600/ek&bi.v8i2.2433

Abstract

The development of digital technology has driven major transformations in the transportation sector, one of which is through application-based services. Gojek, as a pioneer of online transportation in Indonesia, faces challenges in maintaining customer satisfaction amid increasing industry competition. Two important factors that influence customer satisfaction are price and service quality. This study aims to investigate the influence of price and service quality on customer satisfaction among Gojek partner service users in the Jakarta Capital Region. The research method employed is a quantitative approach, with data collected through the distribution of questionnaires to 50 respondents who are active users of Gojek services. The data was analyzed using multiple linear regression with the assistance of SPSS 27 software. The results indicate that price significantly influences customer satisfaction, as evidenced by a significance value of 0.000 < 0.05, while service quality does not significantly influence customer satisfaction, with a significance value of 0.563 > 0.05. Additionally, the F-test results indicate that, simultaneously, the variables of price and service quality significantly influence customer satisfaction, with a significance value of 0.000 < 0.05. These findings emphasize the importance of setting competitive prices in enhancing customer satisfaction, while service quality remains a key consideration for consumers in using Gojek services.

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