The Effect of Service Quality, Price, Brand Image, and Promotion to Customer Satisfaction Users of Transportation Services Ojek Online

14 Pages Posted: 23 Jan 2020

See all articles by Osly Usman

Osly Usman

State University of Jakarta - Faculty of Economics

Suci Dian Permatasari

State University of Jakarta, Faculty of Economics, Students

Date Written: December 28, 2019

Abstract

Research aims to test:

1. The Effect of Service Quality on Customer Satisfaction of Ojek Online,

2. The Effect of Prices on Customer Satisfaction of Ojek Online,

3. The Effect of Brand Image on Customer Satisfaction of Ojek Online,

4. The Effect of Promotion on Customer Satisfaction Ojek Online,

5. The Effect of Service Quality, Price, Brand Image, Promotion of Ojek Online Customer Satisfaction.

This research aims to get proper knowledge and trustworthy about the Effect of Service Quality, Price, Brand Image, Promotion on Ojek Online Customer Satisfaction. This research was located in Indonesia with total sample of 206 respondents. Data was analyzed using SEM techniques, for the purpose to test the theory, the techniques of analysis was based on SEM (Covariance-based SEM), the SEM approach using Partial Least Square (PLS) tools with SmartPLS 3.0 application. The results show that the variable that has a high impact on Customer Satisfaction is Promotion. Meanwhile, the variable that has a low impact on Customer Satisfaction is Price. The results show that each variable has the same effect. So, if customer satisfaction is high because there is good quality service, price, brand image, and promotion. And also good of service quality, brand image will increase customer satisfaction. The description above shows significant effect between Service Quality, Price, Brand Image, Promotion of Ojek Online Customer Satisfaction.

Keywords: Quality Service, Price, Brand Image, Promotion, Customer Satisfaction, Technologies, Education, Transportation

Suggested Citation

Usman, Osly and Permatasari, Suci Dian, The Effect of Service Quality, Price, Brand Image, and Promotion to Customer Satisfaction Users of Transportation Services Ojek Online (December 28, 2019). Available at SSRN: https://ssrn.com/abstract=3510420 or http://dx.doi.org/10.2139/ssrn.3510420

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta, ID Jakarta
Indonesia

Suci Dian Permatasari (Contact Author)

State University of Jakarta, Faculty of Economics, Students ( email )

Jakarta Timur, Jakarta
Indonesia

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