Nagib, Rifki (2026) Pengaruh Kualitas Pelayanan Persepsi Harga dan Citra Merek terhadap Kepuasan Pelanggan Layanan Jasa Transportasi Online Gojek pada Generasi Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of service quality, price perception, and brand image on customer satisfaction of Gojek’s online transportation service among Generation Z in Surabaya. A quantitative approach was employed using purposive sampling on 112 respondents, analyzed using Partial Least Squares (PLS-SEM). The results show that service quality, price perception, and brand image each have a positive and significant effect on customer satisfaction, with an R-Square value of 0.692. Brand image was found to be the most dominant variable (path coefficient 0.392), followed by price perception (0.271) and service quality (0.232). These findings emphasize the importance for Gojek to continuously maintain service quality, fair pricing, and a strong brand image in order to sustain the satisfaction of Generation Z customers in Surabaya. Keywords: brand image; customer satisfaction; price perception; service quality
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business | ||||||||
| Depositing User: | Rifki Nagib | ||||||||
| Date Deposited: | 27 Aug 2026 04:38 | ||||||||
| Last Modified: | 27 Aug 2026 05:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58921 |
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