Research Article
The Effect of Promotions and Prices on Satisfaction and Implications for Online Transportation Customer Loyalty
@INPROCEEDINGS{10.4108/eai.13-9-2023.2341102, author={Nida Irpana and Juanim Juanim and Erik Syawal Alghifari and Yudhi Koesworodjati and Heru Setiawan}, title={The Effect of Promotions and Prices on Satisfaction and Implications for Online Transportation Customer Loyalty}, proceedings={Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2023}, month={12}, keywords={promotion price satisfaction and customer loyalty}, doi={10.4108/eai.13-9-2023.2341102} }- Nida Irpana
Juanim Juanim
Erik Syawal Alghifari
Yudhi Koesworodjati
Heru Setiawan
Year: 2023
The Effect of Promotions and Prices on Satisfaction and Implications for Online Transportation Customer Loyalty
ICEBE
EAI
DOI: 10.4108/eai.13-9-2023.2341102
Abstract
This study aims to determine the effect of promotions and prices on satisfaction and the implications for online transportation customer loyalty (a case survey of Grab application users in Bandung City) with direct or indirect influences. The research method used is descriptive and verification method with a total sample of 100 respondents. Testing the research instrument using validity and reliability tests. Data analysis method used are path analysis, multiple correlation and coefficient of determination. The results showed that in structure I there was positive and significant between promotion and price on satisfaction. The magnitude of the effect of promotion and price on satisfaction simultaneously by 83.3% and the remaining 16.7% influenced by other variables not examined. Partially, the magnitude of the effect of promotion on satisfaction is 26.5% and the magnitude of the effect of price on satisfaction is 65.8%. In structure II there is a positive and significant effect between satisfaction and loyalty. The magnitude of the effect of satisfaction on loyalty is 62.8% and the remaining 17.2% is influenced by other variables not examined. The direct effect of promotion on satisfaction is 30.9% and the direct effect of price on satisfaction is 63.1%. While the indirect effect of promotion on loyalty through satisfaction is 28.1% and the indirect effect of price on loyalty through satisfaction is 57.4%. The direct effect of satisfaction on loyalty is 91%.
