PERAN KUALITAS PELAYANAN, PRESEPSI HARGA, DAN CITRA PRODUK TERHADAP KEPUASAN PELANGGAN PENGGUNA JASA TRANSPORTASI GRAB DI SEMARANG

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh variabel Kualitas Pelayanan (X1), Presepsi Harga (X2), dan Citra Merek (X3), terhadap Kepuasan Pelanggan (Y) jasa transportasi GrabBike di Semarang. Data dikumpulkan dalam penelitian ini melalui metode kuesioner terhadap 110 responden. Teknik Pengambilan sampel menggunakan metode purposive sampling, berdasarkan kriteria pengguna aktif GrabBike di Semarang. Metode analisis yang digunakan adalah kuantitatif. Berdasarkan analisis diperoleh Kualitas Pelayanan memiliki pengaruh positif dan signifikan terhadap Kepuasan Pelanggan jasa transportasi GrabBike di Semarang, Presepsi Harga memiliki pengaruh positif dan signifikan terhadap Kepuasan Pelanggan jasa transportasi GrabBike di Semarang, Citra Merek memiliki pengaruh positif dan signifikan terhadap Kepuasan Pelanggan jasa transportasi GrabBike di Semarang. Kata kunci: kualitas pelayanan, presepsi harga, citra merek, kepuasaan pelanggan, semarang Abstract This study aims to analyze the effect of service quality variables (X1), price perception (X2), and brand image (X3), on customer satisfaction (Y) of GrabBike transportation services in Semarang. Data were collected in this study through a questionnaire method on 110 respondents. The sampling technique uses purposive sampling method, based on the criteria of active GrabBike users in Semarang. The analysis method used is quantitative. Based on the analysis obtained, Service Quality has a positive and significant effect on Customer Satisfaction of GrabBike transportation services in Semarang, Price Perception has a positive and significant effect on Customer Satisfaction of GrabBike transportation services in Semarang, Brand Image has a positive and significant effect on Customer Satisfaction of GrabBike transportation services in Semarang. Keyword: service quality, price perception, brand image, customer satisfaction, semarang