PENGARUH E-SERVICE QUALITY DAN HARGA TERHADAP LOYALITAS PELANGGAN PENGGUNA APLIKASI TRANSPORTASI ONLINE GRAB DI KOTA PALEMBANG

ELNANDA, AZIZAH and Wedhasmara, Ari (2025) PENGARUH E-SERVICE QUALITY DAN HARGA TERHADAP LOYALITAS PELANGGAN PENGGUNA APLIKASI TRANSPORTASI ONLINE GRAB DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Competition in the online transportation industry in Indonesia is becoming more intense, especially between Grab and Gojek. Although Grab has a large user base, its position in retaining customers is still not entirely strong. The results of interviews with Grab in Palembang City show that one of the factors for Gojek's dominance is because of its earlier presence in Indonesia, so that people are familiar with using the application. This study uses quantitative methods to analyze the effect of e-service quality and price on customer loyalty. Data was collected through distributing questionnaires to 84 respondents and analyzed using SmartPLS. The results showed that the e-service quality variable had a positive and significant effect on customer loyalty of Grab online transportation application users in Palembang City, the price variable had a positive and significant effect on customer loyalty of Grab online transportation application users in Palembang City.

Item Type:	Thesis (Undergraduate)
Subjects:	T Technology > T Technology (General) > T10.5-11.9 Communication of technical information
Divisions:	09-Faculty of Computer Science > 57201-Information Systems (S1)
Depositing User:	Azizah Elnanda
Date Deposited:	07 May 2025 04:59
Last Modified:	07 May 2025 04:59
URI:	http://repository.unsri.ac.id/id/eprint/171664

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