PENGARUH KESADARAN MEREK DAN PENGALAMAN PELANGGAN TERHADAP KEPUASAN PELANGGGAN PADA PENGGUNA

Abstract

The aim of this research is to analyze the influence of Brand Awareness (X1) and Customer
Experience (X2) on Customer Satisfaction among Grab Users in Mataram City. The population in this
research is Grab consumers who live in Mataram City, while the sample for this rese arch is 100 Grab
consumers using a sampling technique, purposive sampling. This type of research is quantitative research
using multiple linear regression analysis tools using the IBM SPSS 23 for Windows program, where
validity tests, reliability tests, cl assical assumption tests, normality tests, multicollinearity tests,
heteroscedasticity tests, multiple linear regression analysis, t tests, tests are carried out. f, and coefficient
of determination test. Based on the results of the analysis, it shows that : (1) Brand Awareness has a
positive and significant influence on Customer Satisfaction for Grab transportation users in Mataram City.
(2) Customer Experience also has a positive and significant influence on Customer Satisfaction among
transportation users in Mataram City. The results of this research provide evidence that to increase
customer satisfaction for Grab users in the city of Mataram, the company must increase brand awareness
and improve the user experience.