Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan Pengguna Jasa Transportasi Online Grab-Car Di Kota Kendari

Abstract

Abstrak. Penelitian ini bertujuan untuk: (1)Mengetahui pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan pada jasa transportasi GrabCar di Kota Kendari, (2)Mengetahui pengaruh Harga terhadap Kepuasan Pelanggan pada jasa transportasi GrabCar di Kota Kendari, dan (3) Mengetahui pengaruh Kualitas Layanan dan harga terhadap Kepuasan Pelanggan pada jasa transportasi GrabCar di Kota Kendari. Penelitian ini mengambil objek pengguna jasa transportasi online GrabCar sebanyak 100 sampel. Teknik analisis yang digunakan adalah regresi linear berganda dan menggunakan bantuan aplikasi IBM Statistical Package for Sosial Sciene (SPSS) dengan menggunakan standar signifikansi sebesar 5%. Berdasarkan hasil analisi pada penelitian ini dapat di simpulkan bahwa Kualitas Pelayanan berpengaruh positif signifikan terhadap Kepuasan Pelanggan, Harga berpengaruh positif signifikan terhadap Kepuasan Pelanggan, dan Kualitas Pelayanan dan Harga berpengaruh positif signifikan terhadap Kepuasan Pelanggan secara bersama-sama. Kata Kunci : Kualitas Pelayanan, Harga, Kepuasan Pelanggan

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