PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN GOJEK DI KOTA DENPASAR

Abstract

The aim of this research is to know the effect of service quality and price perceptions on customer satisfaction and loyalty on Gojek passengers in Denpasar. Data collecting method used survey questionnaire as a data collection tool. The number of samples in this study were 120 respondents of transportation service users of Gojek by using purposive sampling technique. This research use path analysis technique with the help of SPSS program. The result of the research shows that all hypotheses are accepted, 1) service quality had positive and significant effect on satisfaction, 2) price perceptions had positive and significant effect on satisfactions, 3) service quality had positive and significant effect on customer loyalty, 4) price perceptions had positive and significant effect on customer loyalty, 5) satisfaction had positive and significant effect on customer loyalty. Keywords: service quality, price perceptions, satisfaction, customer loyalty.