Hanafi, M. Alif (2022) Pengaruh Harga dan Kualitas Pelayanan Terhadap Kepuasan Pengguna Aplikasi Grab Di Kabupaten Blitar. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to examine and analyze the effect of price, and service quality on the satisfaction of users of the Grab application in Blitar Regency. This research is an explanatory research conducted in Blitar Regency in December 2021-January 2022. The population in this study are students who use the Grab application. Samples were taken using accidental sampling technique. Data were collected using a questionnaire. The dependent variable in this study is the satisfaction of Grab application users, while the independent variables are price and service quality. Data analysis used multiple linear regression. The results showed that: (1) price has a positive effect on user/consumer satisfaction. This is in accordance with the hypothesis which states that price affects user/consumer satisfaction, meaning that the price set by Grab is appropriate and can be reached by users/consumers. (2) service quality has a positive effect on user/consumer satisfaction, meaning that the better the services provided, the more satisfied users/consumers are. (3) price and service quality have a simultaneous influence on the satisfaction of Grab users/consumers in Blitar Regency. The two variables X1 price and X2 Quality of service together have an influence on the variable Y user satisfaction.

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