Pengaruh Harga, kualitas layanan, Dan Promosi Terhadap Kepuasan Konsumen Pengguna Transportasi Maxim Di Kota Palembang (Studi Kasus Mahasiswa Program Studi Manajemen Universitas Tridinanti Angkatan 2022)

Khan, Rajes (2026) Pengaruh Harga, kualitas layanan, Dan Promosi Terhadap Kepuasan Konsumen Pengguna Transportasi Maxim Di Kota Palembang (Studi Kasus Mahasiswa Program Studi Manajemen Universitas Tridinanti Angkatan 2022). S-1 thesis, 021008 Universitas Tridinanti Palembang.

[img] Text (BAB 1)
Bab 1 SKRIPSI RAJES KHAN.pdf - Published Version
Download (0B)
[img] Text (BAB II)
Skripsi Rajes BAB 2-1.pdf - Published Version
Restricted to Repository staff only
Download (3MB) | Request a copy
[img] Text (BAB III)
Skripsi Rajes BAB 3-1.pdf - Published Version
Restricted to Repository staff only
Download (0B) | Request a copy
[img] Text (BAB IV)
Skripsi Rajes BAB 4-1.pdf - Published Version
Restricted to Repository staff only
Download (0B) | Request a copy
[img] Text (BAB V)
Skripsi Rajes BAB 5-1.pdf - Published Version
Restricted to Repository staff only
Download (627kB) | Request a copy

Abstract

ABSTRAK Rajes Khan, Pengaruh Harga, Kualitas Layanan, Dan Promosi Terhadap Kepuasan Konsumen Pengguna Transportasi Maxim Di Kota Palembang (Studi Kasus Mahasiswa Program Studi Manajemen Universitas Tridinanti Angkatan 2022). (Di bawah bimbingan Bapak Amrillah Azrin, SE. MM dan Ibu Veny Mayasari, SE.MM) Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas pelayanan, dan promosi terhadap kepuasan konsumen pengguna layanan transportasi online Maxim di Kota Palembang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 137 responden yang merupakan mahasiswa Program Studi Manajemen Universitas Tridinanti Palembang Angkatan 2022 sebagai pengguna layanan Maxim. Teknik analisis data yang digunakan adalah uji validitas, uji reliabilitas, serta analisis regresi linear berganda dengan bantuan aplikasi SPSS. Hasil penelitian menunjukkan bahwa secara parsial harga dan kualitas pelayanan berpengaruh signifikan dan positif terhadap kepuasan konsumen. Sementara itu, promosi tidak berpengaruh signifikan terhadap kepuasan konsumen. Secara simultan, harga, kualitas pelayanan, dan promosi berpengaruh signifikan terhadap kepuasan konsumen. Nilai koefisien determinasi (R²) sebesar 0,826 menunjukkan bahwa sebesar 82,6% variasi kepuasan konsumen dapat dijelaskan oleh variabel harga, kualitas pelayanan, dan promosi, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Berdasarkan hasil penelitian tersebut, disarankan agar pihak Maxim mempertahankan kebijakan harga yang terjangkau dan terus meningkatkan kualitas pelayanan guna meningkatkan kepuasan konsumen, khususnya di kalangan mahasiswa. Kata Kunci: Harga, Kualitas Pelayanan, Promosi, Kepuasan Konsumen, Maxim ABSTRACT Rajes Khan, The Influence of Price, Service Quality, and Promotion on Consumer Satisfaction of Maxim Users in Palembang City Transportation (Case Study of Management Students of Tridinanti University Class of 2022). (Under the Guidance of Mr. Amrillah Azrin, SE. MM and Mrs. Veny Mayasari, SE. MM) This study aims to analyze the effect of price, service quality, and promotion on customer satisfaction of Maxim online transportation service users in Palembang City. This research employed a quantitative approach using a survey method. The data were collected through questionnaires distributed to 137 respondents who were students of the Management Study Program at Universitas Tridinanti Palembang, Class of 2022, and users of Maxim services. The data analysis techniques used were validity test, reliability test, and multiple linear regression analysis with the assistance of SPSS software. The results of the study indicate that price and service quality have a significant and positive effect on customer satisfaction. Meanwhile, promotion does not have a significant effect on customer satisfaction. Simultaneously, price, service quality, and promotion have a significant effect on customer satisfaction. The coefficient of determination (R²) of 0.826 indicates that 82.6% of the variation in customer satisfaction can be explained by price, service quality, and promotion, while the remaining percentage is influenced by other factors outside this study. Based on these findings, it is recommended that Maxim maintain affordable pricing strategies and continuously improve service quality to enhance customer satisfaction, particularly among student users. Keywords: Price, Service Quality, Promotion, Customer Satisfaction, Maxim

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Tn RAJES KHAN
Date Deposited: 31 Mar 2026 03:21
Last Modified: 31 Mar 2026 03:21
URI: http://repository.univ-tridinanti.ac.id/id/eprint/10702

Actions (login required)

View Item View Item
repository eprints is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.