Increasing Consumer Purchasing Decisions: The Utilization of Social Media Marketing and Servicescape at Ming Kopi

Abstract

This study aims to determine the influence of service quality and price on customer satisfaction among users of online motorcycle taxi services in Medan. Employing a quantitative approach, data were collected through a survey of 100 respondents using purposive sampling. The research instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression. The results reveal that both service quality and price have a significant and positive effect on customer satisfaction, both partially and simultaneously. Among the two, price demonstrates a stronger influence on customer satisfaction compared to service quality. These findings suggest that affordability and perceived value are key factors driving user satisfaction in the online transportation industry. It is recommended that service providers focus on maintaining competitive pricing strategies while also improving service quality to enhance overall customer experience and retention.