PENGARUH HARGA,PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA JASA TRANSPORTASI ONLINE DI KOTA SERANG

harga, promosi,kualitas pelayanan, kepuasan pelanggan

Abstract

The purpose of this study was to examine the effect of price, promotion, and service quality on online transportation services in the city of Serang. The variables studied in this study are Price, Promotion, Service Quality and Customer Satisfaction, this study uses quantitative methods, this research is a survey research. The number of samples taken as many as 100 respondents, the sampling technique used in this study is non-probability sampling used is the type of purposive sampling, namely the technique of determining the sample with certain considerations.Data analysis using SPSS, the results of data analysis using validity and reliability that have been carried out show that all research instruments are valid and reliable. The results of the analysis of the Partial Test (t test) Prices do not affect customer satisfaction in online transportation services in the city of Serang, the results of the partial test (t test) promotions have an effect on customer satisfaction on online transportation services in the city of Serang, the results of the partial test analysis (t test) ) Service quality has a significant and significant effect on customer satisfaction in online transportation services in the city of Serang. The results of the analysis of the Simultaneous Test (Test F) show that the price, promotion, and service quality have a positive effect on customer satisfaction in online transportation services in the city of Serang.

         Keywords: Price, Promotion, Service Quality, Customer Satisfaction.