KUALITAS LAYANAN, HARGA, DAN PERSEPSI BENEFIT MENGGUNAKAN FITUR GO-PAY
This study aims to determine the satisfaction of Gojek costumer using the Go-Pay feature based on aspects of service quality, price, and perception of benefits. The type of research used in this study is explanatory research using a questionnaire on 100 users of Go-Pay feature in the Gojek application in the Bandar Lampung city. Data analysis technique used multiple regression analysis. The results of the study show that partially and simultaneously, service quality, price and perception of benefits significantly influence the satisfaction of Gojek costumers in the Bandar Lampung city in using the Go-Pay feature. The main satisfaction factor of Gojek costumers using the Go-Pay feature lies in the perception of benefits. Therefore, the more innovative strategies and promotions that emphasize the benefits of using the Go-Pay feature, the greater costumer satisfaction using the Gopay feature in the Gojek application.