PENGARUH HARGA, KUALITAS LAYANAN, DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN PADA GOJEK DI INDONESIA

Santoso, Patrick Owen (2021) PENGARUH HARGA, KUALITAS LAYANAN, DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN PADA GOJEK DI INDONESIA. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh dari harga terhadap kepuasan pelanggan; menganalisis pengaruh dari kualitas layanan terhadap kepuasn pelanggan dan menganalisis pengaruh dari kepercayaan terhadap kepuasan pelanggan. Penelitian ini menggunakan penelitian jenis kuantitatif sebagai landasan penelitian. Teknik sampling yang digunakan adalah probability sampling. Target populasi dalam penelitian ini adalah orang-orang yang pernah menggunakan aplikasi Gojek. Pada penelitian ini, responden yang digunakkan adalah sebanyak 242 responden. Analisi data dalam penelitian ini menggunakan program SmartPLS dengan pendekatan partial least square-structural equation modelling. Hasil dari penelitian ini menunjukan harga berpengaruh positif terhadap kepuasan pelanggan. Kualitas layanan berpengaruh positif terhadap kepuasan pelanggan. Kepercayaan berpengaruh positif terhadap kepuasan pelanggan. / The purpose of this study was to examine the effect of price on customer satisfaction; analyze the effect of service quality on customer satisfaction and analyze the effect of trust on customer satisfaction. This research uses quantitative research as the research foundation. The sampling technique used is probability sampling. The target population in this study are people who have used the Gojek application. In this study, the respondents used were as many as 242 respondents. Data analysis in this study used the SmartPLS program with a partial least square- structural equation modeling approach. The results of this study indicate that the price has a positive effect on customer satisfaction. Service quality has a positive effect on customer satisfaction. Trust has a positive effect on customer satisfaction.

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