Haqiqi, Muhammad Nushron (2025) PENGARUH E-SERVICE QUALITY DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN PADA PENGGUNA APLIKASI GRAB DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in Indonesia’s online transportation industry is intensifying, particularly between Grab and Gojek, compelling companies to strengthen customer loyalty through improved service quality and pricing strategies. This study aims to analyze the effect of eservice quality and price perception on the customer loyalty of Grab users in Surabaya. A quantitative approach with a causal associative method was employed. A total of 157 respondents were selected using purposive sampling based on criteria of active Grab usage. Data were collected through a 4-point Likert scale questionnaire and analyzed using multiple linear regression with SPSS version 25. The results show that e-service quality has a positive and significant effect on customer loyalty (β = 1.058; sig. 0.000), while price perception has a negative and significant effect (β = –0.165; sig. 0.004). The determination coefficient of 88.5% indicates a strong simultaneous influence of both variables. These findings suggest that improving digital service quality and ensuring fair pricing policies are critical for maintaining Grab’s customer base amid increasing competition.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JA Political science (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Muhammad Nushron Haqiqi | ||||||||
| Date Deposited: | 22 Jul 2025 01:53 | ||||||||
| Last Modified: | 22 Jul 2025 01:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40368 |
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