PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN PENGGUNA JASA TRANSPORTASI OJEK ONLINE (STUDI PADA PELANGGAN GO-RIDE GOJEK KOTA MALANG)

The service business is growing in fulfilling the needs of society's life. The service business is one business that always strives to create customer loyalty. The service business that is currently developing is a two-wheeler online transportation service business often referred to as ojol (ojek online). One of the current online motorcycle taxi transportation companies is Gojek, Gojek is a company that provides online motorcycle taxi services that always improves their service quality and the prices offered are quite competitive with other online motorcycle taxi service providers. The purpose of this research is to determine the effect of service quality and price perceptions on the loyalty of customers online motorcycle taxi services user in Malang City. The type of this research uses quantitative. The technique in sampling uses nonprobability sampling techniques with a purposive sampling approach. Data that collected using survey methods through questionnaires filled out by respondents, the reasearch samples used are 130 respondents. This research uses the Multiple Linear Regression Analysis method, hypothesis testing is using the F test and T test. The results of the research using the T test known the effect of service quality (X1) has a significant effect on customer loyalty of 3,078 with a significant level of 0.003 <0.05, while the perceived price (X2) is known to have a significant effect of a value of 5.513 with a significant level of 0,000