The Influence Of Price And Service Quality On Grab App Customer Satisfaction In Tangerang City

Abstract

The purpose of this study is to determine how price and service quality influence customer satisfaction of the Grab application in Tangerang City, both partially and simultaneously. The research method used in this study is an associative quantitative method. The research method used in this study is a descriptive quantitative method. The data collection method used in this study is an associative quantitative method with a survey approach through a questionnaire. The population in the study were Grab customers in Tangerang City, with a sample of 96 respondents taken using the Simple Random Sampling technique based on the Rao Purba formula. Data collection techniques were carried out by observation and distribution of research questionnaires in the form of questionnaires. Data analysis tests used validity tests, reliability tests, classical assumption tests, regression tests, correlation coefficient tests, determination coefficient tests and hypothesis tests. with the help of SPSS software version 26. The results of the study indicate that price partially influences customer satisfaction of the Grab application in Tangerang City. This can be seen from the results of the t-test on the price variable having a calculated t value> t table or (9.862> 1.986) with a significance of 0.000 <0.05. Service quality partially influences customer satisfaction of the Grab application in Tangerang City. This can be seen from the results of the t-test on the service quality variable having a calculated t value> t table or (12.595> 1.986) with a significance of 0.000 <0.05. Price and service quality simultaneously influence customer satisfaction of the Grab application in Tangerang City. This can be seen from the results of the calculated F test> F table or (92.555> 3.094) with a significance of 0.000 <0.05.