Pengaruh Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Jasa Transportasi Online

This study aims to analyze the effect of price, brand image and service quality on customer satisfaction Grab online transportation services. The population in this study were all students of Muhammadiyah University of Surakarta who had used Grab online transportation services. The sampling technique uses purposive sampling with a sample size of 100 people. Data collection techniques using a questionnaire that has been tested for validity and reliability. Data analysis method used is multiple linear regression analysis using several variables, namely price, brand image, service quality and customer satisfaction. The results of data analysis in this study indicate that price, brand image and service quality partially have a positive and significant effect on customer satisfaction of Grab online transportation services