Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Grab Di Surakarta

This study aims to analyze the effect of service quality and price on Grab customer loyalty in Surakarta. The population and sample in this study were residents around Surakarta who had used the Grab application as many as 118 respondents. Sources of data in this study use primary data. The data collection method uses a questionnaire and is processed using the Statistical Package for the Social Sciences (SPSS) analysis tool with SPSS 26 software. The results of the analysis in this study indicate that the Service Quality variable has a positive effect on customer loyalty, price has a positive and significant effect on customer loyalt