Pengaruh Persepsi Harga dan Kualitas Layanan Terhadap Kepuasan Pengguna Aplikasi Gojek di Kecamatan Majalaya

Abstract

This study aims to analyze the effect of price perception and service quality on user satisfaction with the Gojek application in Majalaya District. The research employs a quantitative method with descriptive and verificative approaches. The sampling technique used is purposive sampling, involving 100 Gojek application users in Majalaya District. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 27. The results of the descriptive analysis indicate that price perception, service quality, and user satisfaction are in the high category. The verificative analysis shows that price perception and service quality have a positive and significant effect on user satisfaction, both partially and simultaneously. The coefficient of determination indicates that user satisfaction is largely explained by price perception and service quality, while the remaining variance is influenced by other factors beyond this study. These findings highlight the importance of effective pricing policies and continuous improvement in service quality to enhance user satisfaction with the Gojek application in Majalaya District.