The Effect of Service Quality, Price, Brand Image, and Promotion to Customer Satisfaction Users of Transportation Services Ojek Online

Abstract

Research aims to test: 1. The Effect of Service Quality on Customer Satisfaction of Ojek Online, 2. The Effect of Prices on Customer Satisfaction of Ojek Online, 3. The Effect of Brand Image on Customer Satisfaction of Ojek Online, 4. The Effect of Promotion on Customer Satisfaction Ojek Online, 5. The Effect of Service Quality, Price, Brand Image, Promotion of Ojek Online Customer Satisfaction. This research aims to get proper knowledge and trustworthy about the Effect of Service Quality, Price, Brand Image, Promotion on Ojek Online Customer Satisfaction. This research was located in Indonesia with total sample of 206 respondents. Data was analyzed using SEM techniques, for the purpose to test the theory, the techniques of analysis was based on SEM (Covariance-based SEM), the SEM approach using Partial Least Square (PLS) tools with SmartPLS 3.0 application. The results show that the variable that has a high impact on Customer Satisfaction is Promotion. Meanwhile, the variable that has a low impact on Customer Satisfaction is Price. The results show that each variable has the same effect. So, if customer satisfaction is high because there is good quality service, price, brand image, and promotion. And also good of service quality, brand image will increase customer satisfaction. The description above shows significant effect between Service Quality, Price, Brand Image, Promotion of Ojek Online Customer Satisfaction.