<![CDATA[This study was conducted on customers of PT Gojek Indonesia in the Cikole area, Sukabumi City. The aim of this research is to determine the effect of price and service quality on customer satisfaction at PT Gojek Indonesia in the Cikole area, Sukabumi City. The research method used is quantitative. The population in this study consists of customers of PT Gojek Indonesia in the Cikole area, Sukabumi City, while the sampling technique employed is Probability Sampling, with a purposive sampling method. A sample of 100 individuals was determined using Yamane's formula. To test the research instruments, reliability tests, validity tests, and classical assumption tests were conducted. For analyzing the effects, Pearson Product Moment correlation analysis, coefficient of determination analysis, and multiple linear regression analysis were used. Based on the correlation analysis, the correlation value of price on customer satisfaction is 0.830 or 83%, which falls into the strong correlation category as it is within the range of 0.800 – 1.000. The correlation value of service quality on customer satisfaction is 0.933 or 93.3%, which falls into the very strong correlation category as it is within the range of 0.800 – 1.000. The determination analysis shows that the contribution of the effect of price and service quality on customer satisfaction is represented by an R Square value of 87.7%, while the remaining 12.3% is influenced by other variables not examined by the researcher.]]>
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