Pengaruh desain aplikasi, pemenuhan, layanan pelanggan, serta privasi dan keamanan, terhadap loyalitas pelanggan generasi z di Medan dalam konteks Gojek dengan kepuasan dan kepercayaan pelanggan sebagai variable intervening = The influence of apps design, fulfilment, customer service and privacy/security on Gojek gen-z customer loyalty in Medan with the customer satisfaction and customer trust as the intervening variable

Lawrence, Valentino (2023) Pengaruh desain aplikasi, pemenuhan, layanan pelanggan, serta privasi dan keamanan, terhadap loyalitas pelanggan generasi z di Medan dalam konteks Gojek dengan kepuasan dan kepercayaan pelanggan sebagai variable intervening = The influence of apps design, fulfilment, customer service and privacy/security on Gojek gen-z customer loyalty in Medan with the customer satisfaction and customer trust as the intervening variable. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dalam lanskap digital yang terus berkembang pesat, loyalitas pelanggan memainkan peran penting dalam kesuksesan perusahaan, terutama bagi Perusahaan yang mengalami pertumbuhan signifikan dan dominasi pasar seperti Gojek. Sebagai perusahaan Decacorn, Gojek menghadapi tantangan ganda dalam mengembangkan pangsa pasar pelanggan sekaligus memastikan keloyalan pelanggan yang sudah ada. Penelitian ini bertujuan untuk menginvestigasi pengaruh berbagai faktor, termasuk desain aplikasi, pemenuhan, layanan pelanggan, serta privasi dan keamanan, terhadap loyalitas pelanggan Generasi Z dalam konteks Gojek. Selain itu, penelitian ini juga mengkaji peran mediasi kepuasan pelanggan dan kepercayaan pelanggan dalam hubungan tersebut. Penelitian ini menggunakan desain penelitian kuantitatif dan mengadopsi Model Persamaan Struktural (SEM) dengan menggunakan AMOS 26.0 untuk menganalisis data yang dikumpulkan dari 160 responden berusia 18-26 tahun yang tinggal di Medan. Temuan dari dinamika ini akan memberikan wawasan berharga kepada Gojek mengenai faktor-faktor yang mempengaruhi loyalitas pelanggan, serta merumuskan strategi efektif untuk mempertahankan dan meningkatkan hubungan dengan pelanggan di pasar yang kompetitif/In the rapidly evolving digital landscape, customer loyalty plays a vital role in the success of companies, especially those experiencing significant growth and market dominance like Gojek. As a Decacorn company, Gojek faces the dual challenge of expanding its customer base while ensuring the continued loyalty of its existing customers. This research aims to investigate the influence of various factors, including app design, fulfillment, customer service, and Privacy/Security, on the loyalty of Gen-Z customers in the context of Gojek. Moreover, this research examines the mediating roles of customer satisfaction and customer trust in this relationship. The study employs a quantitative research design and uses the Structural Equation Model (SEM) with AMOS 26.0 to analyze the data gathered from 160 respondents aged 18-26 years old residing in Medan. The findings of these dynamics will provide Gojek with valuable insights into the drivers of customer loyalty and formulate effective strategies to maintain and enhance customer relationships in a competitive marketplace.

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