¹Eka Sutisna,²Ratih Ayu Sekarini,³Hilma Farhani,⁴Ronia Nor Ismawati

^1,2,3,4University of Islam Jakarta, Faculty Economic, St. Balai Rakyat No.37, RT.8/RW.10, North Utan Kayu, Matraman, Jakarta Timur City, DKI Jakarta 13120

DOI : https://doi.org/10.47191/ijsshr/v6-i4-07

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ABSTRACT

This study was conducted with the aim of analyzing the effect of service quality and price on customer satisfaction for online motorcycle taxi services in North Jakarta which includes service quality and price as independent variables and customer satisfaction as the dependent variable. This study uses a quantitative descriptive approach. The research method used is a survey method, namely a method for collecting primary data on information obtained from respondents. In this study, the authors process the questionnaire data in the form of data consisting of 11 statements for the service quality variable (X1), 3 statements for the price variable (X2) and 4 statements for the customer satisfaction variable (Y). This distributed questionnaire was given to 54 people in the city of North Jakarta who have used online gojek transportation services as research samples using a Likert scale in the form of a checklist. Based on the research that has been done, the characteristics of Go-Jek customers in the Kelapa Gading area of North Jakarta are mostly male with an age range of 21-25 years. Most of Go-Jek's customers, in the Kelapa Gading area, north Jakarta, have jobs as private employees and the most dominant having the last education level is high school. 2. Based on the F test, the significance level of 0.000 is smaller than 0.005 and F count 84,517 is greater than F table 3.179, then Ho is rejected and Ha is accepted, which means that there is an effect of service quality and price simultaneously on customer satisfaction. 3. Based on the T statistical test, the following results were obtained: -The calculated t value of X1 (quality of service) is 2,263 t table 2,007 then Ho is rejected and Ha is accepted, which means that there is an influence of service quality on customer satisfaction. -The calculated t value of X2 (price) is 8.900 t table 2.007 then Ho is rejected and Ha is accepted, which means that there is an effect of price on customer satisfaction.

KEYWORDS:

Service Quality, Price and Customer Satisfaction.

REFERENCES

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VOlUME 06 ISSUE 04 APRIL 2023