Muhammad Prima Jaya, Titiek Tjahja Andari, Chandra Ayu Pramestidewi

The Effect of Price, Service Quality and Brand Image on Grab Customer Satisfaction in Bogor

Introduction

The effect of price, service quality and brand image on grab customer satisfaction in bogor. Research reveals price, service quality, and brand image significantly influence Grab customer satisfaction in Bogor. Discover key factors driving user loyalty.

Abstract

This research aims to analyze the impact of price, service quality, and brand image on Grab customer satisfaction in Bogor, both simultaneously and partially. The study population consists of individuals who have used Grab services in Bogor, with a sample of 100 respondents selected through a simple random sampling method. Data analysis was conducted using multiple linear regression with the support of SPSS version 27.00. The findings reveal that price, service quality, and brand image collectively and individually have a significant and positive influence on Grab customer satisfaction in Bogor.

Review

This research, titled "The Effect of Price, Service Quality and Brand Image on Grab Customer Satisfaction in Bogor," addresses a pertinent topic within the service industry, specifically focusing on the ride-hailing sector. The study clearly articulates its objective: to analyze the simultaneous and individual impacts of price, service quality, and brand image on Grab customer satisfaction within the specific geographical context of Bogor. This focused approach promises valuable insights into consumer behavior and market dynamics for a prominent digital service platform. Methodologically, the study adopts a quantitative approach, sampling 100 respondents from the population of Grab users in Bogor using a simple random sampling technique. While this sample size allows for initial exploration, a larger sample could potentially enhance the generalizability and robustness of the findings. The chosen analytical technique, multiple linear regression, supported by SPSS version 27.00, is appropriate for examining the relationships between the identified independent variables and the dependent variable, aligning well with the stated research objectives. The abstract effectively summarizes the key findings, indicating that price, service quality, and brand image collectively and individually exert a significant and positive influence on Grab customer satisfaction in the specified region. Overall, this research offers a clear contribution by identifying key drivers of customer satisfaction for Grab in Bogor, providing actionable insights for service providers to enhance their offerings and marketing strategies. While the abstract provides a concise overview of the methodology and results, a comprehensive review of the full paper would delve deeper into the specific measures used for each construct, the validity and reliability of the data, and a more nuanced discussion of the theoretical and practical implications. Nevertheless, the study successfully highlights the continued relevance of these fundamental marketing constructs in understanding consumer experiences within the dynamic sharing economy.

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