Price and Service Quality of Ride-Hailing Company Go-Jek Rahyuniati Setiawan (a*), Nizar Alam Hamdani (b), Galih Abdul Fatah Maulani (c), Intan Permana (d)
Universitas Garut (a*), Universitas Garut (b), Universitas Garut (c), Universitas Garut (d)
rahyu[at]uniga.ac.id(*)
Abstract
The purpose of this study is to examine how prices and service quality affect consumer purchase decision in online transportation services. To achieve this purpose, this study was conducted using descriptive and verification approach. Data were collected through questionnaires addressed to 96 users of ride-hailing application Go-Jek selected as the respondents using accidental sampling. Data analysis was performed using multiple regression. The results revealed that prices and service quality had influence on consumer purchase decision. It is; therefore, necessary for online translation companies to improve their service quality and set appropriate prices to improve their sales performance.
Keywords: Keyword: price, service quality, purchase decision.
