Rizkyah, Rosa Ainun (2025) PENGARUH KUALITAS PELAYANAN, HARGA, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS KONSUMEN GO-RIDE DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of service quality, price, and customer trust on customer loyalty in the Go-Ride service. The research background is based on the intense competition in the online transportation industry, which requires companies to continuously improve service quality and build long-term relationships with customers. The research method used is a quantitative approach with an associative type of research. Data were collected through questionnaires distributed to 96 Go-Ride users. The data analysis technique employed was multiple linear regression using SPSS. The independent variables in this study are service quality, price, and customer trust, while the dependent variable is customer loyalty. The results of the analysis show that both partially and simultaneously, the three independent variables have a positive and significant effect on customer loyalty. Among them, customer trust has the most dominant influence on loyalty. This study concludes that to maintain and enhance customer loyalty, companies should focus on improving service quality, setting appropriate pricing, and consistently building and maintaining customer trust.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rosa Ainun Rizkyah | ||||||||
| Date Deposited: | 26 May 2025 07:25 | ||||||||
| Last Modified: | 10 Jun 2025 02:50 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36532 |
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