<![CDATA[Kajian ini dilaksanakan untuk mengkaji dan menguji dampak persepsi harga, citra merek, serta kualitas layanan pada tingkat kepuasan pengguna layanan transportasi online Maxim di Bandar Lampung. Latar belakang kajian dilandaskan pada perkembangan pesat industri transportasi berbasis aplikasi di Indonesia, di mana Maxim muncul sebagai salah satu pemain utama dengan keunggulan tarif yang kompetitif namun masih menghadapi tantangan dalam hal kualitas layanan dan persepsi merek dibandingkan pesaing seperti Gojek dan Grab. Pada kajian ini digunakan pendekatan kuantitatif yang didukung metode survei. Responden kajian berjumlah 150 orang pengguna aktif aplikasi Maxim di Bandar Lampung yang dipilih berdasarkan teknik purposive sampling. Penghimpunan data dilaksanakan lewat penyebaran kuesioner dengan skala Likert 1–5 yang sudah lolos pengujian validitas serta reliabilitas. Data yang terkumpul kemudian diolah dan dianalisis memakai regresi linier berganda dengan aplikasi statistic IBM SPSS Statistik Versi 26. Temuan penelitian memperlihatkan bahwasanya variabel persepsi harga memberikan pengaruh positif yang penting pada kepuasan pelanggan ketika dianalisis secara parsial (\(t_{hitung} = 2,986\); \(sig = 0,003 < 0,05\)). Kualitas layanan terbukti punya korelasi positif yang sangat penting dengan kepuasan pelanggan serta jadi aspek utama yang memengaruhinya (\(t_{hitung} = 7,026\); \(sig = 0,000 < 0,05\)). Meskipun berdampak positif pada kepuasan pelanggan, variabel citra merek tidak terbukti penting dalam penelitian ini (\(t_{hitung} = 1,329\); \(sig = 0,186 > 0,05\)). Dengan bersamaan, ketiga variabel independen ini berdampak penting terhadap kepuasan pelanggan (\(F_{hitung} = 51,951\); \(sig = 0,000 < 0,05\)). Berlandaskan nilai koefisien determinasi (\(R^2\)), variabel persepsi harga, citra merek, serta kualitas layanan punya kemampuan menjelaskan kepuasan pelanggan 51,6%, sedangkan 48,4% sisanya bersumber dari dampak variabel lain yang tidak dikaji seperti promosi, kepercayaan, atau kemudahan penggunaan aplikasi. Hasil penelitian memperlihatkan bahwasanya pihak manajemen Maxim di Bandar Lampung perlu mempertahankan daya saing harga, dengan memberikan perhatian yang lebih besar pada peningkatan kualitas layanan, pelatihan pengemudi, dan penguatan citra merek melalui kegiatan pemasaran serta tanggung jawab sosial perusahaan guna mendorong kepuasan dan loyalitas pelanggan dalam jangka panjang. ABSTRACT This study was conducted to examine and test the impact of price perception, brand image, and service quality on the satisfaction levels of Maxim online transportation service users in Bandar Lampung. The background of this study is rooted in the rapid growth of the app-based transportation industry in Indonesia, where Maxim has emerged as one of the major players with the advantage of competitive fares but still faces challenges in terms of service quality and brand perception compared to competitors such as Gojek and Grab. This study employs a quantitative approach supported by a survey method. The study sample consists of 150 active users of the Maxim app in Bandar Lampung, selected using purposive sampling. Data collection was conducted through the distribution of a questionnaire using a 1–5 Likert scale that had passed validity and reliability tests. The collected data was then processed and analyzed using multiple linear regression with IBM SPSS Statistics Version 26. The research findings indicate that the price perception variable has a significant positive influence on customer satisfaction when analyzed partially (\(t_{calculated} = 2.986\); \(sig = 0.003 < 0.05\)). Service quality was found to have a highly significant positive correlation with customer satisfaction and is a key factor influencing it (\(t_{calculated} = 7.026\); \(sig = 0.000 < 0.05\)). Although it has a positive impact on customer satisfaction, the brand image variable was not found to be significant in this study (\(t_{calculated} = 1.329\); \(sig = 0.186 > 0.05\)). At the same time, these three independent variables have a significant impact on customer satisfaction (\(F_{calculated} = 51.951\); \(sig = 0.000 < 0.05\)). Based on the coefficient of determination (\(R^2\)), the variables of price perception, brand image, and service quality explain 51.6% of customer satisfaction, while the remaining 48.4% stems from the impact of other variables not examined in this study, such as promotions, trust, or ease of app usage. The research results indicate that Maxim’s management in Bandar Lampung needs to maintain price competitiveness while placing greater emphasis on improving service quality, driver training, and strengthening brand image through marketing activities and corporate social responsibility initiatives to foster long-term customer satisfaction and loyalty.]]>
