PENGARUH HARGA, KEMUDAHAN PENGGUNAAN APLIKASI, PELAYANAN, DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN MENGGUNAKAN JASA TRANSPORTASI ONLINE MAXIM DI KOTA SAMARINDA

Abstract

Transportation is a service that helps people carry out their activities more easily. The existence of transportation makes it easier for people to move around, both within and outside the city, so that people do not need to walk. The aim of this research is to find out price, ease of use of the application, service and trust have a positive and significant effect on customer satisfaction using Maxim online transportation services in Samarinda City. This research is quantitative research with a sample size of 100 respondents. The sampling technique uses Incidental Sampling. The analytical method used in this research is multiple linear regression analysis with a testing tool, namely IBM SPSS version 23. The results of the research show that the price variable has a negative and significant effect on customer satisfaction. Meanwhile, the variables of ease of use of applications, service and trust have a positive and significant effect on customer satisfaction.