PRASTYO, INDRA TEGUH (2019) PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN HARGA TERHADAP KEPUASAN PELANGGAN BERBASIS ONLINE GRAB (Studi pada Mahasiswa layanan Grab di Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the Effect of Perceived Ease of Use and Price on Online Grab Based Customer Satisfaction (Study of Grab service students at Mercu Buana University) ". The population in this study were all students of Mercu Buana Meruya University, Jakarta. The sample used was 140 respondents based on the formula of the number of indicators multiplied by five. The sampling method uses the Purposive Sampling method. Data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses Structural Equation Modeling (SEM). This study proves that the perceived ease of use variable has a significant positive effect on customer satisfaction. Price has a significant negative effect on customer satisfaction. Keywords: Perceived Ease of Use, Price and Customer Satisfaction. Penelitian ini bertujuan untuk menganalisis Pengaruh Persepsi Kemudahan Penggunaan dan Harga Terhadap Kepuasan Pelanggan Berbasis Online Grab (Studi pada Mahasiswa layanan Grab di Universitas Mercu Buana)”. Populasi dalam penelitian ini adalah seluruh mahasiswa/i Universitas Mercu Buana Meruya Jakarta. Sampel yang dipergunakan adalah sebanyak 140 responden berdasarkan rumus jumlah indikator yang dikalikan lima. Metode penarikan sampel menggunakan metode Purposive Sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Structural Equation Modelling (SEM). Penelitian ini membuktikan bahwa variabel persepsi kemudahan penggunaan berpengaruh positif signifikan terhadap kepuasan pelanggan. Harga berpengaruh secara negatif signifikan terhadap kepuasan pelanggan. Kata Kunci : Persepsi Kemudahan Penggunaan, Harga dan Kepuasan Pelanggan.
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