ASIH, DESYRA NURI (2020) PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE GRAB (GRABBIKE) YANG DIGUNAKAN MAHASISWA STIE MAHARDHIKA SURABAYA. Diploma thesis, STIE MAHARDHIKA.
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Abstract
This study aims to determine the effect of service quality, price and promotion variables on Grab online transportation customer satisfaction partially and simultaneously. The population in this study were students of STIE Mahardhika Surabaya regular morning who used GrabBike services. The sampling technique used was purposive sampling and the number of samples used was 96 respondents. The type of data used in this study is primary data using a questionnaire. Data analysis using multiple linear regression analysis with the help of SPSS 23 program. After testing the hypothesis proposed in this study, the regression coefficient of service quality variable is obtained by 0.207, the price variable is 0.111 and the promotion variable is 0.323. From the F test obtained a value of F count 119.705> F table 2.70 and a significance value of 0.000 <0.05, which means that the variable quality of service, price and promotion simultaneously affect customer satisfaction. While from the t test of service quality variables, the value of t arithmetic = 5.356> t table = 1.986, the price variable is obtained t value = 2.433> t table = 1.986 and the promotion variable is obtained t value = 6.449> t table = 1.986, which means the variable service quality, price and promotion have a partial effect on customer satisfaction.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | service quality, price, promotion and customer satisfaction |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 09 Mar 2020 09:33 |
| Last Modified: | 10 Jan 2023 05:06 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1465 |
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