KEPUASAN PELANGGAN TRANSPORTASI ONLINE MAXIM DI KOTA BANJARMASIN: PERAN HARGA, KUALITAS PELAYANAN, DAN KEMUDAHAN
Customer Satisfaction, Pricing, Service Quality, Ease of Use
Abstract
This study aims to explore the factors influencing purchase decisions by focusing on the effects of price, service quality, and ease of use on customer satisfaction in the use of Maxim online transportation services in Banjarmasin City. Using a quantitative approach, this field research collected data from 96 respondents through the distribution and collection of questionnaires using the incidental sampling method. Data analysis was conducted using multiple linear regression with SPSS 23. The results of the study indicate that price, service quality, and ease of use partially influence customer satisfaction with Maxim online transportation services. Overall, these independent variables also have a significant impact on purchase decisions, with a low level of significance (0.000 < 0.05) and an exceeding the critical . The results of the coefficient of determination test indicate that 65.2% of the variation in purchase decisions can be explained by price, service quality, and ease of use, while other factors may also influence these results. The implications of this research underscore the importance of a deep understanding for service providers in the online transportation industry to enhance customer satisfaction and improve user experience.
References
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