Pengaruh Service Quality dan User Experience terhadap Customer Satisfaction pada Maxim (Studi pada Pengguna Maxim di Kota Medan)

Abstract

Transportation services are a vital support system in society, playing a key role in daily activities. To remain competitive among similar service providers, a transportation service provider must deliver high-quality service that leaves a lasting positive impression on customers, ensuring a good experience and resulting in satisfaction. Maxim, one such service provider, has generally enjoyed a favorable reputation. However, many users have complained about poor service from Maxim’s partners, leading to a decline in the service’s ratings and usage intensity. The purpose of this study is to analyze the relationship between the variables of Service Quality and User Experience with Customer Satisfaction. The research also aims to assess how these two variables contribute to the observed decline in Maxim's ratings and service usage intensity. This study employs a quantitative method with an associative approach. Data were collected by distributing questionnaires to 96 Maxim users using probability sampling techniques, supported by secondary data such as books and previous studies. The data were analyzed using instrument tests, classical assumption tests, multiple linear regression, and hypothesis testing as data interpretation tools. The research findings indicate that Service Quality and User Experience significantly influence Customer Satisfaction, with correlation and influence levels of 84.6% and 70.9%, respectively. The results suggest that declining service quality and unpleasant experiences reported by users are the primary causes of customer dissatisfaction, which in turn contribute to the decrease in Maxim's ratings and service usage intensity.