Pengaruh Kualitas Pelayanan, Harga dan Keamanan terhadap Kepuasan Konsumen Go-Ride Mahasiswa

Abstract

This research investigates the influence of service quality, price, and security on customer satisfaction in using Go-Ride, with a case study of students at Ma’soem University. The study was motivated by the increasing reliance on online transportation services among students, accompanied by frequent complaints related to service quality, price discrepancies, and concerns over physical and digital security. A quantitative approach with a survey method was employed, involving 100 respondents selected through purposive sampling. Data were collected using an online questionnaire and analyzed through validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²) using SPSS. The findings reveal that service quality, price, and security each have a significant effect on customer satisfaction. Collectively, the three variables also exert a significant influence. The coefficient of determination shows that 54.7% of customer satisfaction is explained by these variables, while 45.3% is influenced by other factors outside the scope of this study. This study concludes that customer satisfaction with Go-Ride services among students is strongly determined by the delivery of reliable services, affordable and transparent pricing, and adequate security, both in physical trips and digital transactions. These insights are expected to contribute to improving strategies in online transportation services to enhance user experience and loyalty.