Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Grab Car pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

The purpose of the study is to identify the effect of price and service quality towards costumer satisfaction of grab car on students of Economy and Business Faculty in Medan Area University. The method use in this study is the associate research which combining two variables or more. The study determines the population of the study are 80 respondents. Then, the study determines 80 participants as the sample size due to the total population is under 100 and utilize the saturated sampling method. The outcome of the study is in line with statistical data analysis and indicators which are based on the validity and reliability. In multiple linear regression test, the price variable (X1) indicates a regression coefficient as much as 0.210 with significance value 0.010 < 0.05. Then, the service quality variable (X2) shows the a regression coefficient as much as 0.898 with significance value 0.000 < 0.05. Thus, both variables are significantly influencing costumer satisfaction (Y) in partial. Moreover, after conducting the ttest, price shows that tvalue (2.465) > ttable (1.6648) and service quality that tvalue (6.623) > ttable (1.6648). Furthermore, the F-test reveals that Fvalue (35.711) > Ftable (3.12) with significance value 0.000 < 0.05. Hence, it indicates that price and service quality simultaneously have the significance and a positive impact towards the costumer satisfaction. The (R2) value is 46.8%, it is indicates that as many 46.8% of costumer satisfaction is influenced by price and service quality. Then, a total 53.2% might be contributed by other factors.