Pengaruh Kualitas Pelayanan, Persepsi Harga, Dan Citra Merek Terhadap Kepuasan Pelanggan Pengguna Jasa Transportasi Ojek Online (Studi Pada Mahasiswa Unisma Pengguna GrabBike di Kota Malang)

Abstract This study aims to determine the effect of service quality, price perception and brand image on customer satisfaction using online ojek transportation users in the study of Unisma students using Grabbike services in Malang City. Data were collected through a questionnaire method with a sample size using the Malhotra formula and the results obtained were 70 respondents. The analytical method used in this research is instrument test (validity test, reliability test), normality test, classical assumption test (multicollinearity test, heteroscedasticity test), multiple linear regression analysis, hypothesis testing (F test and t test), coefficient of determination test. data management using SPSS. The results of this study simultaneously concluded that there was an influence between the variables of service quality, price perception, and brand image on customer satisfaction and partially concluded that the service quality variable had no effect on customer satisfaction, while the price perception variable and brand image had an effect on customer satisfaction. Keywords : Service Quality, Price Perception, Brand Image, Customer Satisfaction