ANALISIS PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN ATAS JASA TRANSPORTASI BERBASIS APLIKASI GRAB-CAR DI KOTA PALEMBANG

This study aims to determine whether price and service quality have an influence on consumers. The population is consumers who are at JM Plaju Branch, Giant Plaju Branch, OPI, Palembang Square, Palembang Icon and Palembang Trade Center in Palembang city. Respondents sampled are consumers who have used Grab-Car more than twice with a sample size of 100 respondents. The sampling technique used purposive sampling. The data analysis technique used is multiple linear regression test, t test, coefficient of determination test. The results of the research show that the variable price and service quality have a positive effect on consumer satisfaction.