Price Perception and Service Quality as Predictors of Customer Satisfaction: Evidence from Maxim Users in Indonesia

This research seeks to examine the influence of price perception and service quality on consumer satisfaction within app-based transportation services. Applying a quantitative associative approach, data were collected through questionnaires from 100 Maxim users in Mataram City during 2025. Price perception was measured through affordability, fairness, and competitiveness, while service quality was assessed through reliability, responsiveness, assurance, empathy, and tangibles. Multiple regression analysis was employed to test the research hypotheses. The findings reveal that both price perception and service quality significantly and positively affect customer satisfaction. These results imply that maintaining competitive pricing alongside consistent service quality is crucial for strengthening customer satisfaction and sustaining competitive advantage in the online transportation industry.