The Impact of Service Quality, Promotion, and Price on Customer Satisfaction of Gojek Application in Yogyakarta City
Keywords:
Service Suality, Promotion, Price , Customer SatisfactionAbstract
Background: Online transportation has become an essential part of urban life, including in Yogyakarta. Gojek, as one of the leading online transportation service providers, needs to understand the factors affecting customer satisfaction to compete in a competitive market. Service quality, promotion, and price are factors suspected to have a significant influence on customer satisfaction. However, the extent to which these three factors influence Gojek customer satisfaction in Yogyakarta City is not yet precisely known, necessitating research to identify the influence of these factors. Purpose: The aim of this research is to find out: (1) How customer satisfaction with Gojek services in Yogyakarta City is influenced by service quality. (2) The effect of promotions on Yogyakarta City customer satisfaction with Gojek services. (3) The influence of price on customer satisfaction with Gojek services in the city of Yogyakarta and (4) The influence of service quality, promotion and price simultaneously on customer satisfaction with Gojek services in the city of Yogyakarta. Design/methods/approach: Gojek store customers in Yogyakarta are the demographic for this research. In this research, the sample consisted of 100 respondents. In this research, a questionnaire was used as a data collection tool. Autocorrelation, multicollinearity, normality and heteroscedasticity tests are examples of traditional assumption tests. Validity and reliability tests are two methods of instrument testing. Hypothesis testing includes t test (partial), f test (simultaneous) and multiple linear regression test. Findings: The research results show that: (1) There is a positive and significant influence of Service Quality on Customer Satisfaction with Gojek services in Yogyakarta City. This is indicated by the regression coefficient which is positive, namely 0.152, the tcount value is greater than ttable, namely 1.846 > 0.1956 and the significance value is 0.00 <0.05. (2) There is a positive and significant influence of Promotion on Customer Satisfaction with Gojek services in Yogyakarta City. This is indicated by the regression coefficient which is positive, namely 0.459, the tcount value is greater than ttable, namely 6.339 > 0.1956 and the significance value is 0.00 <0.05. (3) There is a positive and significant influence of price on customer satisfaction with Gojek services in Yogyakarta City. This is indicated by the regression coefficient which is positive, namely 0.331, the tcount value is greater than ttable, namely 6.170 > 0.1956 and the significance value is 0.00 <0.05. (4) There is a positive and significant influence of Service Quality, Promotion and Price simultaneously on Customer Satisfaction with Gojek services in Yogyakarta City. This is indicated by the positive regression coefficients, namely 0.152, 0.459 and 0.331, the Fcount value is greater than Ftable, namely 146.647 > 0.1956 and the significance value is 0.00 <0.05.
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