PENGARUH PELAYANAN DAN HARGA PADA GO-JEK TERHADAP KEPUASAN KONSUMEN DENGAN MINAT SEBAGAI VARIABEL MODERATING

Abstract

This study aims to determine the effect of service and price on Go-jek on customer satisfaction with purchase intention as a moderating variable. This type of research is a type of quantitative descriptive research. In this study, the population is students of the State Islamic Institute of Sheikh Nurjati Cirebon, Department of Sharia Economics, class of 2021 who have used gojek as a transportation service. The sample in this study was 80 respondents who were taken through a questionnaire. The sampling technique used random sampling technique. Based on statistical tests, the results showed that service quality has a significant effect on customer satisfaction, price variables have a significant effect on customer satisfaction, service quality variables on customer satisfaction with interest as a moderating variable have a significant effect and the effect of price on customer satisfaction with interest as a moderating variable also affects customer satisfaction.

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