Pengaruh Kualitas Pelayanan dan Promosi Penjualan Jasa Grabcar Terhadap Kepuasan Pelanggan (Studi Kasus Pada Wisatawan di Yogyakarta)

Abstract

Abstract - This study aims to examine the effect of service quality and sales promotion on customer satisfaction. Subjects are travelers who use the GrabCar online transport service. The sample selection is based on non-probability sampling. There were 100 people participating in the study. Data were collected by questionnaire. The hypothesis was tested using Structural Equation Model (SEM). This study found that service quality and sales promotion have positive effect on customer satisfaction. Keyword : Service Quality, Sales Promotion, Customer Satisfaction, GrabCar Abstraksi - Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan dan promosi penjualan terhadap kepuasan pelanggan. Subyek adalah wisatawan yang menggunakan jasa transportasi online GrabCar. Pemilihan sampel dilakukan berdasarkan non-probability sampling. Terdapat 100 orang yang berpartisipasi dalam penelitian ini. Data dikumpulkan dengan menggunakan kuesioner. Hipotesis diuji dengan menggunakan Structural Equation Model (SEM). Penelitian ini menemukan bahwa kualitas pelayanan dan promosi penjualan berpengaruh positif terhadap kepuasan pelanggan. Kata Kunci : Kualitas Pelayanan, Promosi Penjualan, Kepuasan Pelanggan, GrabCa r

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