Pengaruh Harga Jasa dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Ojek Online Maxim

Abstract

Increasingly intense competition in the online transportation industry requires companies to set competitive service prices and provide high-quality services to enhance customer satisfaction. Although Maxim offers relatively competitive fares, customers continue to report complaints regarding pickup delays, difficulty obtaining drivers, and services that do not meet their expectations. This study aims to analyze the partial and simultaneous effects of service price and service quality on satisfaction among student customers of Maxim’s online motorcycle taxi service in the Department of Business Administration at Politeknik Negeri Medan. This study employed a quantitative approach using a survey method involving 93 respondents. The sample was selected using probability sampling, with the criterion that respondents had used Maxim’s services more than twice. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with the assistance of SPSS, including validity, reliability, classical assumption, t, and F tests and the coefficient of determination. The results indicate that service price partially had no significant effect on customer satisfaction (t = 1.168; p = 0.246), whereas service quality had a positive and significant effect on customer satisfaction (t = 2.941; p = 0.004). Simultaneously, service price and service quality had a significant effect on customer satisfaction (F = 8.497; p < 0.001), with an adjusted R² value of 0.140 or 14.0%. These findings confirm that service quality has a more dominant influence on customer satisfaction than service price. Therefore, efforts to enhance Maxim customer satisfaction should prioritize improvements in service quality, particularly in terms of responsiveness, punctuality, comfort, and customer safety.