CONSUMER SATISFACTION STUDY: SERVICE QUALITY, PRICE, AND USER CONVENIENCE OF GRAB APPLICATION IN MEDAN
Abstract
This research aims to analyze the influence of service quality, price and convenience on consumer satisfaction of Grab application users in Medan city. The population in this study includes all people who have used the Grab application in Medan city. The number of samples was determined at 100 respondents based on the Lemeshow formula because the exact population size is not known. The sampling method uses purposive sampling, namely selecting respondents based on experience using the Grab application at least 3 times. Data collection techniques used questionnaires and interviews. The data analysis technique uses a quantitative approach with the Smart-PLS Version 3.0 statistical analysis tool. Testing begins by analyzing the outer model, inner model and hypothesis testing. The research results show that the service quality variable has a significant effect on consumer satisfaction. Price has a significant effect on consumer satisfaction. Convenience has a significant effect on consumer satisfaction of Grab application users in Medan.
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DOI: https://doi.org/10.3059/insis.v0i0.22626
DOI (PDF): https://doi.org/10.3059/insis.v0i0.22626.g12836
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