ANALISIS PENGARUH SERVICE QUALITY, CUSTOMER SERVICE, SERVICE PRICING , VALUE-ADDED SERVICES TERHADAP BRAND SWITCHING INTENTION MELALUI CUSTOMER SATISFACTION PELANGGAN GRAB DI SURABAYA

At this time, transportation is growing rapidly and used by the people in Indonesia is an online-based transport. This online transportation is considered to be a commodity needs of the community and the community is perceived to love the existence of online-based transportation. In order to survive in competition, any online-based transport needs to improve the low Brand Switching Intention. This research is aimed to analyze the effect of Service Quality, Customer Service, Service Pricing, Value-Added Services to Brand Switching Intention through Customer Satisfaction in an effort to increase Brand Switching Intention of "Grab" online transport user in Surabaya. The sample used in this study were 100 respondents consisting of users aged 17-35 years old, living in Surabaya city area, owning Grab application, knowing about Grab additional service, and at least ever using Grab service more than twice in three last month. For processing and analyzing the data in this study using Statistical Product and Service Solutions (SPSS) as a software to process the data. The results showed that Customer Satisfaction on Brand Switching Intention has the highest first regression coefficient with a value of 0.640, and Customer Satisfaction have a positive and significant effect on Brand Switching Intention, the relationship between Service Quality to Customer Satisfaction has the lowest regression coefficient first regression coefficient of 0.065, and Service Quality has positive and insignificant effect on Customer Satisfaction, Customer Service to Customer Satisfaction the third highest regression coefficient with the value of 0.302, and Customer Service have a positive and significant impact on Customer Satisfaction, the relationship between Service Pricing to Customer Satisfaction has the second highest regression coefficient with the value of 0.304, and Service Pricing have positive and significant impact on Customer Satisfaction, the relationship between Value-Added Services to Customer Satisfaction has the second lowest regression coefficient with a value of 0.105, and Value-Added Services have a positive and insignificant effect to Customer Satisfaction

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ANALISIS PENGARUH SERVICE QUALITY, CUSTOMER SERVICE, SERVICE PRICING , VALUE-ADDED SERVICES TERHADAP BRAND SWITCHING INTENTION MELALUI CUSTOMER SATISFACTION PELANGGAN GRAB DI SURABAYA

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