Pengaruh Perceived Ease Of Use, Price dan Service Quality terhadap Customer Satisfaction pada Aplikasi Transportasi Online MaxRide di Kota Medan.

Abstract

The increasingly competitive development of online transportation services requires companies to pay close attention to factors that can enhance customer satisfaction. This study aims to determine and analyze the effect of Perceived Ease of Use, Price, and Service Quality on Customer Satisfaction in the MaxRide online transportation application in Medan City. This research is associative research using a quantitative approach. The population of this study consists of users of the MaxRide online transportation application in Medan City. The sample used in this study amounted to 100 respondents, selected using a purposive sampling technique with criteria of respondents aged over 17 years and having used the MaxRide application at least twice in the last month. The data analysis technique used is multiple linear regression analysis with the assistance of SPSS version 25. The results of the study indicate that simultaneously Perceived Ease of Use, Price, and Service Quality have a positive and significant effect on Customer Satisfaction. Partially, Perceived Ease of Use, Price, and Service Quality also have a positive and significant effect on Customer Satisfaction. Based on the coefficient of determination, the independent variables are able to explain the dependent variable by 78.5%, while the remaining percentage is influenced by other variables outside this study.