PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN GRABBIKE DI JAKARTA BARAT

ALIMA, SITI (2025) PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN GRABBIKE DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to determine the factors, if any, that influence promotion, price, and service quality on customer satisfaction with GrabBike in West Jakarta. Residents of West Jakarta who have previously used the Grab app, particularly the GrabBike online transportation service, constitute the demographic used in this study. In this study, 110 participants were surveyed. The questionnaire, created using Google Forms and distributed to respondents, served as the data collection method. This study employed the Smart-PLS analysis tool alongside Structural Equation Modeling (SEM). According to the study's findings, promotions do not have a significant impact on customer satisfaction. There is a positive and statistically significant relationship between customer satisfaction and both price and service quality. Keywords: Promotion, Price, Service Quality, Customer Satisfaction and RideHailing Apps. Tujuan dari penelitian ini adalah untuk menentukan faktor-faktor apa saja, jika ada, yang memengaruhi promosi, harga, dan kualitas pelayanan terhadap kepuasan pelanggan GrabBike di Jakarta Barat. Warga Jakarta Barat yang sebelumnya telah menggunakan aplikasi Grab, khususnya layanan transportasi online GrabBike, merupakan demografi yang digunakan dalam penelitian ini. Dalam penelitian ini, 110 peserta disurvei. Kuesioner yang dibuat di Google Forms dan dikirimkan kepada responden merupakan metode pengumpulan data. Penelitian ini menggunakan alat analisis Smart-PLS bersama dengan Model Persamaan Struktural (SEM). Promosi tidak berdampak signifikan terhadap kepuasan pelanggan, menurut temuan studi ini. Ada hubungan positif dan signifikan secara statistik antara kepuasan pelanggan dan harga serta kualitas pelayanan. Kata Kunci: Promosi, Harga, Kualitas Pelayanan, Kepuasan Pelanggan dan RideHailing Apps.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 273
NIM/NIDN Creators:	43121010179
Uncontrolled Keywords:	Promosi, Harga, Kualitas Pelayanan, Kepuasan Pelanggan dan RideHailing Apps.
Subjects:	200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	10 Sep 2025 05:20
Last Modified:	10 Sep 2025 05:20
URI:	http://repository.mercubuana.ac.id/id/eprint/97618

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