ANALISIS PENGARUH PERSEPSI KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA JASA TRANSPORTASI GRAB DI YOGYAKARTA
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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.