PENGARUH KUALITAS PELAYANAN, EASE TO USE, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE MAXIM DI KOTA KENDARI

Abstrak

Abstract This study aims to analyze the effect of service quality, ease of use, and brand image on customer satisfaction with Maxim online transportation services in Kendari City. The research population consists of all Maxim users in Kendari City, with a sample of 90 respondents determined using the Hair et al. formula through purposive sampling. Data were collected using questionnaires and documentation.This study employed a quantitative approach with multiple linear regression analysis processed using SPSS version 27. The results indicate that service quality, ease of use, and brand image simultaneously have a positive and significant effect on customer satisfaction. The coefficient of determination (R²) of 0.735 indicates that 73.5% of the variation in customer satisfaction can be explained by the three variables, while the remaining 26.5% is influenced by other factors outside the research model. Therefore, service quality, ease of use, and a positive brand image play an important role in enhancing customer satisfaction with Maxim online transportation services in Kendari City. Keywords: Service Quality, Ease of Use, Brand Image, Customer Satisfaction, Online Transportation.

Kata kunci

• Citra Merek
• EASE TO USE
• Kepuasan Pelanggan
• Kualitas pelayanan