Pengaruh Atribut Produk dan Kualitas Jasa Terhadap Kepuasaan Pelanggan Grab Bike pada Mahasiswa Fisip USU

Abstract

This study aims to find out: 1). Effect of product attributes on customer satisfaction online grab bike transportation for USU FISIP students. 2). Effect of service quality on customer satisfaction online grab bike transportation for USU fisip students. 3). Effect of product attributes and service quality on customer satisfaction of online grab bike transportation for USU fisip students. this type of research is associative research. The population is the number of employees, the sampling technique used is random sampling. Samples taken as many as 80 customers of online bike transportation for USU fisip students. The data analysis technique in this study is a multiple linear regression analysis technique. Research data comes from primary data and data collection processes using interviews and questionnaires. From the results of the study obtained product attributes have a positive and insignificant effect on customer satisfaction, where positive is indicated by a value of 0.247 and not significant is indicated by 0.016> 0.05. service quality has a positive and significant effect on customer satisfaction, where positive is indicated by a value of 0.385 and is significantly indicated by 0.000 <0.05. Product attributes and service quality have a significant positive effect on customer satisfaction, where positive is indicated by a significant value of 20.302 indicated by 0.000 <0.05.