<![CDATA[EFFECT OF PRICE AND`SERVICE FAIRNESS ON CUSTOMER SATISFACTION IN GO-JEK Tetty Herawaty, Pratami Wulan Tresna, Fildy Eka WisudastutiDepartement of Business Administrative ScienceFaculty of Social and Political Sciences University of PadjadjaranEmail: tettyhe@unpad.ac.id, pratamiwulantresna@yahoo.co.id, fildywsdst@gmail.com  ABSTRACT This research aims to study and determine the condition of price fairness, fairness service, and customer satisfaction, as well as the effect of price fairness and fairness towards customer satisfaction service simultaneously and partially on the customer Go-Jek in Jakarta.The research method used is descriptive research design verification with survey.Teknik sampling probability sampling is done by using simple random sampling with 110 people who serve as responden.Teknik analysis of the data used is Simple Equation Model (SEM) approach Partial Least Square (PLS).The results of this study indicates there are significant price fairness fairness and service to customer satisfaction in the Go-Jek in Jakarta together. This result means that there is significant influence of price fairness and fairness in partial on customer service satisfaction as seen from the path coefficient. Keywords : price fairness, service fairness, customer satisfaction  PENGARUH PRICE FAIRNESS DAN SERVICE FAIRNESS TERHADAP CUSTOMER SATISFACTION PADA GO-JEK ABSTRAK Penelitian ini bertujuan untuk mempelajari dan mengetahui kondisi price fairness, service fairness, dan customer satisfaction, serta pengaruh dari price fairness dan service fairness terhadap customer satisfaction secara simultan dan parsial pada pelanggan Go-Jek di DKI Jakarta. Metode penelitian yang digunakan adalah menggunakan jenis penelitian deskriptif verifikatif dengan desain survey.Teknik pengambilan sampel dilakukan dengan probability sampling menggunakan simple random sampling dengan 110 orang yang dijadikan sebagai responden.Teknik analisis data yang digunakan adalah Simple Equation Model (SEM) dengan pendekatan Partial Least Square (PLS).Hasil penelitian menunjukkan terdapat pengaruh price fairness dan service fairness terhadap customer satisfaction pada Go-Jek di DKI Jakarta secara bersama-sama. Hasil ini mengartikan bahwa adanya pengaruh yang signifikan dari price fairness dan service fairness secara parsial terhadap customer satisfaction yang dilihat dari path coefficient. Kata kunci : strategi, lembaga bisnis, keunggulan bersaing.]]>
