“…Price is a key factor in customer satisfaction (Hult, Mena, Gonzalez-Perez, Lagerström, & Hult, 2018). In this study, customers are probably price-sensitive, meaning the pricing model impacts brand preference and intention to continue using the service (Afrin, Sehreen, Polas, & Sharin, 2020;Bhattacharjee, Polas, & Rahman, 2018;Widiastiti, Yasa, & Rahanata, 2020). H6: Price Fairness positively and significantly relates to customer satisfaction.…”