PENGARUH HARGA, KUALITAS PELAYANAN, NILAI PELANGGAN, DAN SISTEM PEMBAYARAN TERHADAP KEPUASAN PELANGGAN JASA TRANSPORTASI MAXIM PADA MAHASISWA AKUNTANSI POLITEKNIK NEGERI SAMARINDA

Abstract

Despite the rapid increase in Maxim users and the app's high ratings on the Google Play Store, a number of customer complaints remain. These include uncertain fares that frequently change, inconsistent service quality such as driver delays, inadequate vehicle condition and safety features, and limited payment options that are not fully flexible. This situation creates a mismatch between customer expectations and actual experiences, potentially reducing user satisfaction and loyalty. This study aims to determine the effect of price, service quality, customer value, and payment system on customer satisfaction at Maxim transportation services among accounting students at Samarinda State Polytechnic. Primary data was collected through an online questionnaire with a Likert scale distributed to 91 respondents who had used Maxim services. The analysis method used multiple linear regression with the help of SPSS 27. The results showed that the variables of price, service quality, customer value, and payment system have a positive and significant effect on customer satisfaction, both partially and simultaneously. These findings indicate that Maxim customer satisfaction can be improved by considering price affordability, service quality, customer value received, and ease of payment system.