The Influence of Price and Service Quality on Customer Satisfaction and Its Influence on Customer Loyalty

Abstract

This study aims to analyze the effect of price, service quality, on customer satisfaction and customer loyalty of GrabBike in DKI Jakarta. The population in this research are consumers who use GrabBike services more than once in the DKI Jakarta area. The sample used in this research amounted to 160 respondents. Methods of data collection using survey methods with research instruments using questionnaires, methods of data analysis using Partial Least Square. This research proves that price has a significant effect on customer satisfaction, service quality has a significant effect on customer satisfaction, service quality has a significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty.

Keywords: Price, Service Quality, Customer Satisfaction, Customer Loyalty

DOI: 10.7176/JMCR/89-03

Publication date: April 30^th 2023