Analisa Pengaruh Kualitas Layanan, Harga Dan Kepuasan Pelanggan Ovo Pada Masa Physical Distancing (Studi Kasus Pada Pengguna Ovo Di Kota Malang)

Abstract

Abstract

This research is an explanatory study which aims to examine and analyze the effect of service quality, price and customer satisfaction on ovo customer loyalty during the physical distancing period of OVO users in Malang. The population in this study were all OVO users in Malang City and the sample of this study used the accidental sampling technique with a total of 100 OVO users in Malang City. The data analysis method used in this research is descriptive analysis, instrument test, normality test, classical assumption test, multiple linear regression analysis and hypothesis testing.

The results of this study found a conclusion, namely that partially Service Quality has a positive effect on Customer Loyalty, Price has a positive effect on Customer Loyalty, but Customer Satisfaction has no effect on Customer Loyalty, while simultaneously Service Quality, Price and Customer Satisfaction have a positive effect on Customer Loyalty.

Keywords: Service Quality, Price, Customer Satisfaction, Customer loyalty