Analisis pengaruh service quality, customer service, price, value added services terhadap brand switching intention melalui customer satisfaction pada pengguna go-jek di Surabaya

Dayanti, Citra (2019) Analisis pengaruh service quality, customer service, price, value added services terhadap brand switching intention melalui customer satisfaction pada pengguna go-jek di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Pada era saat ini, transportasi menjadi bagian penting dalam kehidupan masyarakat. Dengan munculnya berbagai teknologi baru banyak perusahaan dan pebisnis yang berinovasi untuk membuat model bisnis transportasi berbasis online yang mudah untuk di akses. Dengan adanya transportasi online, masyarakat mulai beralih dari transportasi umum biasa ke transportasi online. Salah satu perusahaan yang bergerak di bidang transportasi online adalah Go-jek. Kehadiran Go-jek memudahkan pengguna dalam memenuhi kebutuhan sehari-hari secara efisien. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Service Quality, Customer Service, Price, dan Value Added Service terhadap Brand Switching Intention melalui Customer Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Customer Satisfaction sehingga dapat meningkatkan Brand Switching Intention yang pada akhirnya akan meningkatkan penggunaan berkelanjutan dari perusahaan Go-jek. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 155 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, pernah menggunakan layanan tambahan Go-jek, pernah menggunakan aplikasi selain Go-jek, menggunakan aplikasi Go-jek minimal 2 kali dalam waktu 3 bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Service Quality berpengaruh positif tidak signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,129; variabel Customer Service berpengaruh positif tidak signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,024; variabel Price berpengaruh positif signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,302; variabel Value Added Service berpengaruh positif signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,317; variabel Customer Satisfaction berpengaruh positif signifikan terhadap Brand Switching Intention dengan koefisien regresi sebesar 0,689 / In this era, transportation has become an important part of people's lives. With the advent of new technologies many companies and business people are innovating to create an online-based transportation business model that is easy to access. With online transportation, people are starting to switch from regular public transportation to online transportation. One of the companies engaged in online transportation is Go-jek. Go-jek's presence makes it easy for users to meet their daily needs efficiently. This study aims to determine how the influence of Service Quality, Customer Service, Price, and Value Added Service on Brand Switching Intention through Customer Satisfaction. The expected benefit of this research is to increase knowledge in the field of management, especially how much influence is Customer Satisfaction so as to increase Brand Switching Intention which will ultimately increase the sustainable use of Go-jek companies. This research is causal research. The research method used is a quantitative method with data processing using SPSS. Data collection was carried out by distributing questionnaires to 155 respondents with the characteristics of male and female respondents aged 18-60 years, had used additional Go-jek services, had used applications other than Go-jek, used the Go-jek application at least 2 times in the last 3 months. The results showed that the Service Quality variable was not a significant positive effect on Customer Satisfaction with a regression coefficient of 0.129; Customer Service variable is not a significant positive effect on Customer Satisfaction with a regression coefficient of 0.024; Price variable significantly positive effect on Customer Satisfaction with a regression coefficient of 0.302; Value Added Service variable has a significant positive effect on Customer Satisfaction with a regression coefficient of 0.317; Customer Satisfaction variable has a significant positive effect on Brand Switching Intention with a regression coefficient of 0.689

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