THE INFLUENCE OF PRICE, PROMOTION, SERVICE QUALITY ON GOJEK CUSTOMER SATISFACTION (STUDY ON GOJEK CONSUMERS IN PEKALONGAN)

Yunita, Ismi Ika and Mahirun, Mahirun (2023) THE INFLUENCE OF PRICE, PROMOTION, SERVICE QUALITY ON GOJEK CUSTOMER SATISFACTION (STUDY ON GOJEK CONSUMERS IN PEKALONGAN). THE INTERNATIONAL CONFERENCE ON SOCIAL SCIENCE HUMANITIES ARTS (INCOSHA), 1 (1).

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Abstract

The purpose of this study is the effect of price, promotion and service quality on customer satisfaction of Gojek. The data source used is primary data. The type of research used is the Quantitative Explanatory Research approach. By using purposive sampling. The analytical tool used is Multiple Linear Regression Test. The results of this study concluded that price has a positive effect on customer satisfaction. This is proven by the t test and is in line with research conducted by (Wayan & Suprapti, 2018). So the hypothesis that price has a positive effect on customer satisfaction is proven to be true. Promotion has a positive effect on customer satisfaction. This is proven by the t test and is in line with research conducted by (Wayan & Suprapti, 2018). So the hypothesis that Promotion has an effect on Customer Satisfaction is proven true. Service Quality has a positive effect on Customer Satisfaction. This is proven by the t test and is in line with research conducted by (Wayan & Suprapti, 2018). But this is not in line with research conducted by (Surianto, Ketmi Novrin; Istriani, 2019). So the hypothesis that Service Quality has an effect on Customer Satisfaction is proven to be true. KeywordS : Price, Promotion, Service Quality, Customer Satisfaction

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