PAPYAYANTI, CINDY (2020) PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN TRANSPORTASI OJEK ONLINE GO-JEK (STUDI PADA PELANGGAN DI KOTA YOGYAKARTA). Bachelor thesis, Universitas Ahmad Dahlan.
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Abstract
This study aims to determine the effect of price, promotion, and quality of
service on GO-JEK online motorcycle taxi customer satisfaction (a study of
customers in the city of Yogyakarta). The independent variables in this study are
price, promotion, and service quality, while the dependent variable in this study is
customer satisfaction.
The population used in this study is the people in the city of Yogyakarta who
use GO-JEK services. The sample used in this study was 100 samples. The
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sampling technique in this study is to use a purposve sampling technique. The
data of this study are primary data sourced from questionnaires and data analysis
using multiple regression analysis with the help of SPSS 20 software.
The results of this study indicate that the price variable partially has a positive
and significant effect on customer satisfaction, hypothesis 1 is accepted.
Promotion variable partially has a positive and significant effect on customer
satisfaction, hypothesis 2 is accepted. Service quality variable partially has a
positive and significant effect on customer satisfaction then hypothesis 3 is
accepted. Based on the results of the F test (simultaneous test) the price,
promotion, and service quality variables have significant and significant effects on
customer satisfaction, hypothesis 4 is rejected.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisi / Prodi: | Faculty of Economics (Fakultas Ekonomi) > Faculty of Economics (FE) Doc |
| Depositing User: | publikasi uad |
| Date Deposited: | 09 Mar 2020 02:10 |
| Last Modified: | 09 Mar 2020 02:10 |
| URI: | http://eprints.uad.ac.id/id/eprint/18011 |
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