Pengaruh Mobile Service Quality (M-S-Qual), Customer Trust, dan Price Terhadap Customer Satisfaction Jasa Transportasi Online Grabbike (Studi Kasus pada Mahasiswa S-1 Universitas Sumatera Utara)

Abstract

This study aims to examine and analyze the influence of mobile service quality (M-S-Qual), customer trust, and price on customer satisfaction in GrabBike’s online transportation services. This research is an associative study that employs a quantitative approach. The population in this study consists of active undergraduate (S-1) students at Universitas Sumatera Utara. The research sample comprises 130 respondents, selected using the accidental sampling technique in which samples are chosen randomly based on the suitability of individuals as data sources. Data analysis is conducted using multiple linear regression, while data processing is performed using SPSS version 25. The results indicate that, simultaneously, mobile service quality (M-S-Qual), customer trust, and price have a positive and significant influence on customer satisfaction. Partially, each of these variables also has a positive and significant impact on customer satisfaction in GrabBike’s online transportation services.