ANALISIS PENGARUH PERSEPSI KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA JASA TRANSPORTASI GRAB DI YOGYAKARTA
Abstract
This study aims to analyze the influence of perceptions of service quality
and price perceptions of repurchase interest with customer satisfaction as a
mediating variable in Grab transportation services in Yogyakarta. The subjects in
this study were all students of the Muhammadiyah University of Yogyakarta.
This research was conducted with a total sample of 100 respondents. The
sampling technique uses a nonprobability sampling type with a purposive sampling
method. The analytical tool used in this study is path analysis.
The results of this study indicate that perceptions of service quality and
price perceptions partially have a significant effect on customer satisfaction. Then,
the variable perception of price and customer satisfaction partially has a significant
effect on repurchase interest. While the perception variable service quality partially
does not have a significant effect on repurchase interest. And finally, the variable
customer satisfaction is able to mediate the relationship between perceptions of
service quality and price perceptions of repurchase interest.