PENGARUH PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PENGGUNA APLIKASI GO-JEK

This study aims to determine the effect of perceived price and service quality on customer satisfaction of Go-Jek application users. The object of this research is the customer satisfaction of Go-Jek application users in Cirebon Regency. The analytical tool used in this study is multiple linear regression supported by SPSS 16 software. In this study using a sample of 85 respondents who were selected using non-probability technique methods. The data collection method in this study used a questionnaire with a Likert scale. Based on the analysis that has been done, the results show that the price perception variable has a positive and significant effect on the level of customer satisfaction of Go-Jek application users and service quality has a positive and significant effect on customer satisfaction of Go-Jek application users.