PENGARUH KUALITAS PELAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE MAXIM ( Studi Pada Generasi Z di Kota Malang )

This research aims to determine the influence of service quality, price and brand image on Maxim online transportation customer satisfaction among generation Z in Malang City. The research sample was 100 respondents, generation Z in Malang City who used Maxim online transportation with a minimum of 3 transactions in the last month. The sampling technique used was non-probability, namely purposive sampling. The analysis tool used is SPSS v.27 software. The data analysis technique uses multiple linear regression analysis. From the test results it can be concluded that: a). Service quality has a significant effect on customer satisfaction. b). Price has a significant effect on customer satisfaction. c). Brand image has a significant effect on customer satisfaction. d). Brand image has a dominant effect on customer satisfaction. In the future, Maxim's management hopes to increase the number of drivers to make it easier to find drivers when customers make orders, provide discounts to attract consumers so that Maxim remains competitive in the midst of tight market competition, provide a satisfying experience through the ease of use of the application so that customers have a positive view of brand. Maxim management must also focus on improving the brand image through positive experiences so that good emotions are formed between customers and the brand which can later provide customer satisfaction.