The Effect of Price Fairness and Perceived Service Quality on Customer Satisfaction at Grabcar Services in Bandung City
Abstract
Ride-hailing has become one of the fastest-growing transportation services in Indonesia, making it an increasingly
popular and widely used transportation alternative, with its use predicted to continue increasing. One of the
companies offering its services in the online transportation sector in Indonesia is Grab. The purpose of this research
is to determine the effect of price fairness and perceived service quality on customer satisfaction with GrabCar
services. The research used a descriptive quantitative method. The sample for the study consists of 150 individuals,
collected through a Google Forms questionnaire. The research sample was obtained using non-probability sampling
with a purposive sampling technique. The analysis technique used is multiple linear regression. The results of the
study show that price fairness and perceived service quality, both partially and simultaneously, have a significant
effect on customer satisfaction, accounting for 85.1%, while the remaining 14.9% is influenced by other variables not
included in the study.
Keywords-price fairness, perceived service quality, consumer satisfaction
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