THE INFLUENCE OF CUSTOMER EXPERIENCE AND PERCEIVED PRICE ON CUSTOMER SATISFACTION OF RIAU UNIVERSITY STUDENTS GoRide’s USER IN PEKANBARU
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Chairani Asyuni(1*)
Department of Business Administration, Faculty of Social and Political Sciences, Riau University
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Lie Othman(2)
Department of Business Administration, Faculty of Social and Political Sciences, Riau University
(*) Corresponding Author
Keywords:
Customer Experience, Perceived Price, Customer Satisfaction
Abstract
Investigating how perceived price and customer experience affect customer satisfaction among Riau University students using GoRide in Pekanbaru is the aim of this study. This study employs a quantitative methodology, collecting data through surveys and doing multiple linear regression analysis using IBM SPSS 25 software. Purposive sampling was used for the sampling procedure, and 384 respondents in all participated. The results of the study show that perceived price and customer experience have a big impact on customer satisfaction, at least in part. Additionally, customer satisfaction is impacted by both perceived price and customer experience at the same time. The results suggest that GoRide should maintain and improve services, especially in aspects such as sensory and physical experiences, while ensuring competitive prices to increase overall customer satisfaction.
Keywords: Customer Experience; Perceived Price; Customer Satisfaction
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References
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Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22., 1047–1054. https://doi.org/10.1177/002224298805200302
Algifari. (2016). Statistika Induktif Untuk Ekonomi dan Bisnis. Sekolah Tinggi Ilmu Manajemen YKPN.
Bolton, L. E., Warlop, L., & Alba, J. W. (2002). Consumer perceptions of price (un)fairness. Journal of Consumer Research, 29(4), 474–491. https://doi.org/10.1086/346244
De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A Framework for Understanding and Managing the Customer Experience. Marketing Science Institute Working Paper Series 2015, Report No. 15-121, Forthcoming, Report No. 15-121, 1–47.
Dermawan, P. A. T., & Ekawati, N. W. (2017). Pengaruh Kepuasan Konsumen Memediasi Harga Terhadap Loyalitas Konsumen Dalam Berbelanja Pada Florist Online Di Denpasar. E-Jurnal Manajemen, 6(4), 2076–2104.
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410.
https://doi.org/10.1016/j.emj.2007.08.005
Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (edisi 8). Badan Penerbit Universitas Diponegoro.
Gronross, C. (2015). Service management and marketing: Managing the service profit logic. In European Journal of Marketing.
Jannah, S. A., & Hayuningtias, K. A. (2024). Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Pelanggan Serta Dampaknya Pada Loyalitas Pelanggan. Jesya, 7(1), 489–500. https://doi.org/10.36778/jesya.v7i1.1421
Kinear, T. C. (1988). Riset Pemasaran. Jakarta: Erlangga.
Kotler, P., Hermawan, K., & Iwan, S. (2021). Marketing 5.0: Technology For Humanity. John Wiley & Sons.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition.
Lee, S., Illia, A., & Lawson-Body, A. (2011). Perceived price fairness of dynamic pricing. Industrial Management and Data Systems, 111(4), 531–550. https://doi.org/10.1108/02635571111133533
Maulida, W. U., Andari, T. T., & Yulianingsih, Y. (2024). Pengaruh Brand Trust, Customer Value dan Customer Experience terhadap Customer Satisfaction pada CV. Syifa Adventure. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 4(3), 1023–1035. https://doi.org/10.37481/jmeb.v4i3.858
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40(October 2015), 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(6), 137.
Monroe, K. B., Xia, L., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/jmkg.68.4.1.42733
Montung, P., Sepang, J., & Adare, D. (2015). Pengaruh Kualitas Produk, Kualitas Layanan Dan Persepsi Harga Terhadap Kepuasan Pelanggan Di Restoran Kawan Baru. Jurnal Berkala Ilmiah Efisiensi. https://doi.org/10.1093/nq/s9-XII.303.308-b
Oliver, R.L. (1997) Satisfaction: A Behavioral Perspective on the Consumer. The McGraw-Hill Companies, Inc., New York.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469.
Pantano, E., & Dennis, C. (2019). Smart Retailing: Technologies and Strategies. Palgrave Macmilian.
Peter, J. P., & Olson, J. C. (2014). Perilaku Konsumen dan Strategi. Jakarta: Salemba Empat.
Priyatno, D. (2016). Belajar Alat Analisis Data Dan Cara Pengolahnnya Dengan SPSS Praktis dan Mudah Dipahami untuk Tinkat Pemula dan Menengah. Gaya Media.
Pujangkoro, S. A. (2003). Prilaku Konsumen Setelah Pembelian. 1977, 1–12.
Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif. Deepbulishh.
Rizaty, M. A. (2024). Daftar Aplikasi Transportasi Online yang Paling Banyak Diunduh di Indonesia pada 2021-2023. Dataindonesia.Id.
https://dataindonesia.id/ekonomi-digital/detail/daftar-aplikasi-transportasi-online-yang-paling-banyak-diunduh-di-indonesia-pada-20212023
Sahir, S. H. (2021). Metodologi Penelitian. Penerbit KBM Indonesia.
Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. The Eletronic Library, 27, 19–35. https://doi.org/https://doi.org/10.1108/03090569310043179
Shaw, C., & Ivens, J. . (2002). Building Great Customer Experiences. Palgrave.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Penerbit Alfabeta.
Syaeffulloh, S. (2023). Pengaruh Service Quality, Relationship Marketing, Customer Experience terhadap Customer Satisfaction. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 1(6), 199–213.
https://doi.org/10.61132/lokawati.v1i6.353
Taba, A. A., Suarna, I. F., Jl, A., Hatta, S., Buahbatu, K., Bandung, K., & Barat, J. (2024). Pengaruh Customer Experience , Keamanan , dan Ketepatan Waktu Terhadap Kepuasan Pelanggan Shopee Express di Kota Bandung. Jurnal Manajemen Kewirausahaan Dan Teknologi (JUMAKET), 1(3), 151–158. https://doi.org/10.61132/jumaket.v1i3.327
Wibowo, A. (2022). Inovasi dan Transformasi Perusahaan Digital. In Yayasan Prima Agus Teknik. Yayasan Prima Agus Teknik.
https://penerbit.stekom.ac.id/index.php/yayasanpat/article/view/267
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22., 1047–1054. https://doi.org/10.1177/002224298805200302
Published
2025-11-11
How to Cite
Asyuni, C., & Othman, L. (2025). THE INFLUENCE OF CUSTOMER EXPERIENCE AND PERCEIVED PRICE ON CUSTOMER SATISFACTION OF RIAU UNIVERSITY STUDENTS GoRide’s USER IN PEKANBARU. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1993-2002. https://doi.org/10.35508/jom.v18i3.22295
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Articles
