Analisis Tingkat Kepuasan Pelanggan Grab di Makassar berdasarkan Kualitas Layanan, Kemudahan Pengoperasian, dan Strategi Promosi

Fajar Rakasiwi Syamsuddin

Abstract


Studi ini menyelidiki kepuasan pelanggan Grab di Makassar berdasarkan kualitas layanan, kemudahan pengoperasian, dan promosi. Masalah persisten ketidakpuasan pelanggan, yang dapat memengaruhi loyalitas pengguna, diangkat. Sejauh mana elemen-elemen ini berkontribusi terhadap kepuasan pengguna adalah tujuan dari penelitian ini. Survei yang dilakukan terhadap seluruh pengguna Grab aktif Makassar. Sebuah sampel dari 150 orang yang telah menggunakan layanan Grab setidaknya lima kali dalam tiga bulan terakhir dipilih secara purposive. Pengaruh variabel independen terhadap variabel dependen diukur melalui analisis data regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas layanan dan kemudahan penggunaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dan promosi juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan.

Kata Kunci: Kualitas Layanan, Kemudahan Pengoperasian, Promosi, Kepuasan Pelanggan, Pengguna Grab, Makassar.

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References


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DOI: https://doi.org/10.37531/sejaman.v7i2.7599

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