PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN GRAB BIKE PADA MAHASISWA STIE NOBEL INDONESIA MAKASSAR

Abstract

Rizki Kusumandharu Suryo Leksono. 2021. The Effect of Service Quality toward Grab Bike Customer Satisfaction in STIE Nobel Indonesia Makassar Students, supervised by Widiawati and Nurani. This study aims to analyze the effect of service quality toward customer satisfaction of Grab Bike. This study uses five independent variables, they are tangible, reliability, empathy, responsiveness, and assurance with one dependent variable, customer satisfaction. The data was collected through distributing questionnaires to 89 STIE Nobel Indonesia Makassar students who had used Grab Bike as the study sample. The data analysis method used was a quantitative analysis, namely validity and reliability tests, classical assumption tests, multiple linear regression analysis, t test and F test and the coefficient of determination. Based on data analysis, the results showed that simultaneously service quality has a very significant effect on customer satisfaction and the indicators in this study are valid and reliable. In the classical assumption test, the data were normally distributed, heteroscedasticity and multicollinearity did not occur. In the hypothesis test, physical evidence (tangible), empathy (empathy) and assurance (assurance) do not have a significant effect on customer satisfaction. And hypothesis testing reliability (reliability) and responsiveness (responsiveness) has a positive and significant effect on customer satisfaction.