PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN PELANGGAN OJEK ONLINE
(Studi Kasus pada Transportasi Online Go-Jek)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
HERMANSYAH H, HERMANSYAH H
Subject
Manajemen Pemasaran
Datestamp
2021-12-28 03:28:19
Abstract :
The purpose of this research is to know the influence of quality of service, price and promotion to customer satisfaction of Gojek online Ojek in Bekasi. This type of research is associative research. This method of research is to use a survey method with a quantitative approach. The samples in this study were as much as 100 people. Analysis of data statistics using Partial Least Square (PLS). The population of this study is the entire user of Gojek app during November 2018 ? January 2019. The samples in this study were as much as 100 respondents and the sample techniques used were incidental sampling. The source of this research data is primary data. The method of analysis used in this study is Partial Least Square (PLS). The results of this research are: (1) The magnitude of the parameter coefficient for service quality variables is 0.323 and the value of P values 0.001 which means there is a positive influence between the quality of service to GOJEK customer satisfaction, (2) the size of the coefficient Parameters for a price variable of 0.239 and P values of 0.017 which means there is a positive influence between the price to GOJEK customer satisfaction (3) The magnitude of the parameter coefficient for the promotion variable of 0.310 and the value of P values 0.001 < 0.05. So it can be noted that the promotion variables are positively influential which means there is a positive influence between the promotion to GOJEK customer satisfaction. Research concluded that both partially and simultaneously product quality, price and promotion have significant effect on customer satisfaction, meaning that when customers feel satisfaction when using Gojek Online Ojek in Bekasi which is See how the product quality, price and promotion. Keyword : brand image, facility, location, decision in choosing, multiple linear regression
The purpose of this research is to know the influence of quality of service, price and promotion to customer satisfaction of Gojek online Ojek in Bekasi. This type of research is associative research. This method of research is to use a survey method with a quantitative approach. The samples in this study were as much as 100 people. Analysis of data statistics using Partial Least Square (PLS). The population of this study is the entire user of Gojek app during November 2018 ? January 2019. The samples in this study were as much as 100 respondents and the sample techniques used were incidental sampling. The source of this research data is primary data. The method of analysis used in this study is Partial Least Square (PLS). The results of this research are: (1) The magnitude of the parameter coefficient for service quality variables is 0.323 and the value of P values 0.001 which means there is a positive influence between the quality of service to GOJEK customer satisfaction, (2) the size of the coefficient Parameters for a price variable of 0.239 and P values of 0.017 which means there is a positive influence between the price to GOJEK customer satisfaction (3) The magnitude of the parameter coefficient for the promotion variable of 0.310 and the value of P values 0.001 < 0.05. So it can be noted that the promotion variables are positively influential which means there is a positive influence between the promotion to GOJEK customer satisfaction. Research concluded that both partially and simultaneously product quality, price and promotion have significant effect on customer satisfaction, meaning that when customers feel satisfaction when using Gojek Online Ojek in Bekasi which is See how the product quality, price and promotion. Keyword : brand image, facility, location, decision in choosing, multiple linear regression
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