The Effect of Price, Service Quality and Brand Image on Grab Customer Satisfaction in Bogor

This research aims to analyze the impact of price, service quality, and brand image on Grab customer satisfaction in Bogor, both simultaneously and partially. The study population consists of individuals who have used Grab services in Bogor, with a sample of 100 respondents selected through a simple random sampling method. Data analysis was conducted using multiple linear regression with the support of SPSS version 27.00. The findings reveal that price, service quality, and brand image collectively and individually have a significant and positive influence on Grab customer satisfaction in Bogor.