Analisa Pengaruh Kualitas Pelayanan, Dan Harga Terhadap Kepuasaan Pelanggan Pada Transportasi Online(Grab) Kota Bengkulu

Abstrak

This study aims to analyze the influence of service quality, price, and customer satisfaction on the online transportation service Grab in Bengkulu City. In the current digital era, technological advancements and the internet have transformed the way society interacts and conducts business, including in the transportation sector. Good service quality and competitive pricing are expected to enhance customer satisfaction. The research method employed is quantitative with a descriptive approach, involving 100 respondents who are users of Grab services. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing. The results indicate that service quality has a positive but insignificant effect on customer satisfaction, with a t-value of 1.940 and a significance level of 0.055. Conversely, price has a positive and significant effect on customer satisfaction, with a t-value of 7.983 and a significance level of 0.000. The F-test shows that service quality and price simultaneously have a significant effect on customer satisfaction, with an F-value of 115.617 and a significance level of 0.000. From these findings, it can be concluded that although service quality does not show a significant influence, price plays a more crucial role in enhancing customer satisfaction. This study recommends that Grab continues to improve service quality and establish competitive pricing to enhance customer satisfaction and loyalty in Bengkulu City.