SKRIPSI: Pengaruh Kualitas Pelayanan, Citra Merek dan Harga terhadap Kepuasan Konsumen pada Mahasiswa STIM YKPN Yogyakarta yang Mengunakan Layanan Jasa Grabfood

MUJIB, Yasin Rafi (2025) SKRIPSI: Pengaruh Kualitas Pelayanan, Citra Merek dan Harga terhadap Kepuasan Konsumen pada Mahasiswa STIM YKPN Yogyakarta yang Mengunakan Layanan Jasa Grabfood. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of service quality, brand image, and price on consumer satisfaction among STIM YKPN Yogyakarta students who use Grabfood services. The study is based on the increasing use of digital service applications among students, including Grabfood as one of the platforms providing food delivery services. The population of the study consists of STIM YKPN Yogyakarta students, and the sample includes students who have the Grab application and have used Grabfood services at least twice. The sampling technique employs a non-probability sampling model with a purposive sampling method, ensuring that respondents have relevant experience with the research object. Data collection was conducted through questionnaires, and data analysis used multiple linear regression to identify the relationships between independent variables (service quality, brand image, and price) and the dependent variable (consumer satisfaction). The results show that service quality has a positive influence on consumer satisfaction. Brand image also has a positive influence on consumer satisfaction. However, price does not have a positive influence on consumer satisfaction. Therefore, it is recommended that Grabfood continues to improve service quality and strengthen its brand image to maintain and enhance consumer satisfaction, particularly among students. This study contributes to the understanding of consumer behavior in the context of digital services in the food sector.

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