Analisis pengaruh service quality dan brand image terhadap customer satisfaction dan customer loyalty pada pengguna jasa transportasi online Grab di Karawaci = Analysis of the effect of service quality and brand image on loyalty customer satisfaction and customer in grab online transportation users in Karawaci

Astari, Adinda Kusuma (2018) Analisis pengaruh service quality dan brand image terhadap customer satisfaction dan customer loyalty pada pengguna jasa transportasi online Grab di Karawaci = Analysis of the effect of service quality and brand image on loyalty customer satisfaction and customer in grab online transportation users in Karawaci. Bachelor thesis, Universitas Pelita harapan.

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Abstract

Tingginya tingkat kemacetan menjadi alasan utama masyarakat menggunakan jasa transportasi online, karena dapat menghemat waktu meskipun terjadi kemacetan. Adanya perbedaan yang dirasakan pelanggan baik yang menggunakan Go-jek dan Grab menunjukkan persaingan yang sangat ketat, namun hasil pra survey di atas menunjukkan bahwa Grab masih kalah bersaing dengan Go-jek karena masih ada permasalahan yang harus diperbaiki oleh transportasi online Grab. Permasalah tersebut timbul akibat adanya pelayanan yang belum maksimal yang diberikan oleh Grab, selain itu merek Grab masih kurang diminati oleh masyarakat, karena masyarakat sudah terlanjur lebih mengenal Go-jek sebagai transportasi online. Maka tujuan utama dari penelitian replikasi ini adalah untuk mengetahui pengaruh service quality dan brand image terhadap customer satisfaction dan customer loyalty pada pengguna jasa transportasi online grab di Karawaci. Metode penelitian yang digunakan adalah metode penelitian kuantitatif deskriptif. Pengambilan sampel dilakukan secara purposive sampling dan sampel dalam penelitian ini adalah 200 pelanggan transportasi online Grab yang mendapatkan kuisioner. Penelitian ini dianalisis secara kuantitatif melalui analisis jalur (path analysis) melalui analisis regresi dan pemrosesan data menggunakan IBM SPSS Statistics 24 untuk menguji hipotesis. Hasil penelitian menunjukkan terdapat pengaruh service quality dan brand image terhadap customer satisfaction dan customer loyalty pada pengguna jasa transportasi online grab di karawaci. / The high level of congestion is the main reason people use online transportation services, because it can save time despite congestion. The differences felt by good customers who use Go-jek and Grab show very tight competition, but the results of the pre-survey above show that Grab is still unable to compete with Go-jek because there are still problems that must be corrected by Grab's online transportation. The problem arose due to the lack of services provided by Grab, besides that the Grab brand was still less attractive to the community, because the community already knew more about Go-jek as online transportation. So the main purpose of this replication research is to determine the effect of service quality and brand image on customer satisfaction and customer loyalty for users of online grab transportation services at Karawaci. The research method used is descriptive quantitative research method. Sampling is done by purposive sampling and the sample in this study was 200 Grab online transportation customers who received questionnaires. This study was analyzed quantitatively through path analysis through path analysis and data processing using IBM SPSS Statistics 24 to test the hypothesis. The results showed that there was an effect of service quality and brand image on customer satisfaction and customer loyalty on users of online grab transportation services at Karawaci.

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Thesis (Bachelor)

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