PENGARUH HARGA, KEPERCAYAAN DAN PROMOSI TERHADAP KEPUASAN PELANGGAN GRAB BIKE (STUDI KASUS MAHASISWA UNIVERSITAS KATOLIK SANTO THOMAS MEDAN)

Abstract

This study aims to test and analyze the effect of price, trust and promotion on customer satisfaction. Data collection was carried out through questionnaires and documentation. The population of all students of Santo Thomas Catholic University Medan was 5,922 people, using the slovin technique sample, so this study was 98 people. The sampling technique used was Purposive Sampling and quota sampling. Data analysis techniques were tested with validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis tests (t and F tests) and determination coefficient tests carried out using SPSS 27 software. The results of this study formulated that the multiple regression equation is KP = 0.751 + 0.119H + 0.361K + 0.303P + e. This means that the t test shows that price, trust and promotion have a positive and significant effect on customer satisfaction. The F test shows that price, trust and promotion simultaneously have a significant effect on customer satisfaction. The determination coefficient (R2) is 0.746 or 74.6%, meaning that customer satisfaction can be explained by price, trust and promotion by 74.6%, while the remaining 25.4% is influenced by other variables such as facilities, brand image and emotional factors that are not examined in this study.