The Effect Of Service Quality, Ease Of Use, And Price On Customer Satisfaction With Online Transportation (A Study Of Gojek Users In The City Of Cirebon)
Keywords:
Service Quality, Ease of Use, Price, Customer SatisfactionAbstract
This study aims to determine the effect of service quality, ease of use, and price on customer satisfaction with online transportation services (a case study of Gojek users in Cirebon City). This research employs a quantitative method using purposive sampling to distribute questionnaires to Gojek users in Cirebon City, obtaining a sample of 100 respondents. The analysis used in this study includes outer model testing, validity testing (discriminant validity tests which consist of Heterotrait-Monotrait Ratio, Cross Loading, and Fornell-Larcker Criterion), reliability testing (Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted), model fit testing, inner model testing, multicollinearity testing, partial path coefficient testing or T-test, F-test or simultaneous test, and coefficient of determination (R Square). In this study, data analysis was conducted using SmartPLS version 4. The results show that service quality has a positive and significant effect on customer satisfaction, ease of use has a positive and significant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, and simultaneously, service quality, ease of use, and price have a significant effect on customer satisfaction.References
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