The Influence Of Price, Service Quality And Trust On OnlineTransportation Towards Consumer Satisfaction (Study Case Customers Go-Car Protect+ In Indonesia)

Abstrak

The development of online transportation in Indonesia is currently growing rapidly. One of the most developed online transportation service companies in Indonesia is Gojek. Gojek has received high enthusiasm and trust from the public so far the application has become a Super Apps which has been installed more than 190 million times. Despite showing significant developments, it is undeniable that Gojek is also one of the service businesses affected by the Covid-19 pandemic. During the pandemic, Gojek also made many adjustments by prioritizing the health and safety of passengers. Recognizing the needs of customers, the Gojek company in September 2021 launched Gocar Protect + as a mode of transportation with extra protection standard services. The service launched by Gojek received a lot of unfavorable responses from consumers. Therefore, it is important for companies to increase consumer satisfaction in using Gocar Protect + Transportation by improving service quality, providing appropriate prices and increasing consumer confidence. The purpose of this study is to find out how much influence service quality, price, and trust have on customer satisfaction on Go-car Protect + online transportation in Indonesia. The research method used in this study is a quantitative method with causal analysis techniques. Data collection techniques used through primary data with questionnaires. The sample taken in this study was 390 users of the Go- Car protect + online transportation service in Indonesia. While the analysis technique used is multiple linear regression analysis. The results of this study resulted in the finding that service quality, price and trust had a partial and simultaneous positive effect on customer satisfaction Keywords-online transportation, Go-car Protect +, service quality, price, trust, customer satisfaction