The Effects of Customer Experience, Price, and Promotion on Consumer Satisfaction with Maxim Online Transportation Services in Mataram City
DOI:
https://doi.org/10.31004/joecy.v6i2.14304Keywords:
Customer Experience, Price, Promotion, Consumer Satisfaction, Online TransportationAbstract
ABSTRACT
The study purpose was to examine the effect of customer experience, price, and promotion on consumer satisfaction with Maxim online transportation services in Mataram City. The study was motivated by the importance of consumer satisfaction in the increasingly competitive online transportation service industry, particularly in relation to consumers’ experiences, perceived prices, and promotional activities offered by service providers.
Materials and methods. This study employed a quantitative approach using a purposive sampling technique. The respondents consisted of 97 Maxim consumers in Mataram City who had used Maxim services at least twice during the previous six months, were at least 17 years old, and were willing to complete the questionnaire. Primary data were collected through a questionnaire using a five-point Likert scale and analyzed using IBM SPSS. The data analysis included validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial significance testing (t-test), simultaneous significance testing (F-test), and the coefficient of determination.
Results. The findings indicate that customer experience has a positive and significant effect on consumer satisfaction, with a regression coefficient of 0.166, t-value of 3.291, and significance value of 0.001. Price also has a positive and significant effect on consumer satisfaction, with a significance value of 0.002. Promotion has a positive and significant effect, with a t-value of 2.463 and significance value of 0.016. Simultaneously, customer experience, price, and promotion significantly affect consumer satisfaction, as indicated by an F-value of 30.678 and significance value below 0.001. The coefficient of determination (R²) of 0.497 indicates that 49.7% of the variation in consumer satisfaction is explained by the three independent variables.
Conclusions. Customer experience, price, and promotion individually and simultaneously contribute significantly to consumer satisfaction with Maxim online transportation services in Mataram City. These findings emphasize the importance of maintaining positive consumer experiences, offering appropriate prices, and implementing effective promotional strategies to strengthen consumer satisfaction.
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