Analisis Kepuasan Konsumen Pengguna Jasa Transportasi On Line Grab Di Yogyakarta

Arif Sudaryana, Prosa Manajemen (2021) Analisis Kepuasan Konsumen Pengguna Jasa Transportasi On Line Grab Di Yogyakarta. Bisman UPY.

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Abstract

Customer satisfaction is the key to the survival of a company, so that all company process orientations are directed to provide customer satisfaction. This research was conducted to examine the effect of price, promotion, trust, service quality and convenience on Grab consumer satisfaction in Yogyakarta City. This research was conducted in Yogyakarta so that the population is all Grab consumers who live in the city of Yogyakarta. From this population, partially taken as a sample for data sources of 120 consumers as respondents who were taken using non-probability sampling techniques, namely purposive sampling. The data collection method used a closed questionnaire equipped with a five-range Likert scale which was tested for the validity and reliability of the instrument. All data collected were analyzed using multiple regression analysis tools accompanied by analysis of determination. Based on the analysis of the variable indicators in this research instrument, it was tested valid and reliable. Based on data analysis, the results of this study prove that price, promotion, trustworthiness, service quality and convenience have a positive and significant effect on Grab consumer satisfaction in Yogyakarta. Based on the results of this study, it can be formulated in the regression equation as follows: Y = -1,937 + 0.332 X1 + 0.114 X2 + 0.092 X3 + 0.136 X4 + 0.411 X5 while the analysis of the determination is known to be 0.770 or 77%.

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