PENGARUH PERCEIVED EASE OF USE, ELECTRONIC WORD OF MOUTH (E-WOM), HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PENGGUNA TRANSPORTASI ONLINE GRAB

This study examines the influence of perceived ease of use, electronic word
of mouth, price, and service quality on consumer satisfaction in Grab online
transportation in Semarang City. This study was motivated by the increasing
development of technology and the internet, especially in the transportation sector.
Grab is one type of online-based transportation, but Grab is lagging behind other
competitors, consumers use more other online transportation. This can be caused
by several factors that can influence changes in consumer behavior. This type of
research is quantitative research. The population in this study were consumers who
had used Grab online transportation services in Semarang City. This study used a
purposive sampling technique with a sample size of 96 respondents. The data
collection method in this study used a questionnaire in the form of a google form,
then the data was processed through the IBM SPSS Statistics version 26 application
with multiple linear regression analysis. The results of this study indicate that
perceived ease of use does not affect consumer satisfaction, electronic word of
mouth has a positive and significant effect on consumer satisfaction, price has a
positive and significant effect on consumer satisfaction and service quality has a
positive and significant effect on consumer satisfaction. Based on the results of the
determination coefficient R test with an Adjusted R Square value of 0.630 or 63%.
Keywords : Perceived Ease Of Use, Electronic Word Of Mouth, Price, Service
Quality, Consumer Satisfaction.