Wijaya, Jane Nathasya (2024) The effect of customer trust, service quality, and brand image on customer satisfaction at PT. Sicepat Ekspres in Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
With the increased demand for reliable logistics services due to the post-pandemic e-commerce boom, the sector is under significant pressure as consumers expect fast and transparent deliveries. PT. SiCepat Ekspres, established in 2014, has become a key player in e-commerce logistics. Despite its rapid growth, SiCepat still faces challenges in customer satisfaction, with numerous complaints about delays, unresponsiveness, and tracking issues. In this research, a quantitative design is used, utilizing SPSS for statistical analysis. The study involves the use of descriptive statistics and multiple linear regression models to analyze the data. The sampling technique employed is non-probability purposive sampling, ensuring that the sample is specifically selected to meet the research objectives. This methodological approach facilitates a comprehensive analysis of the factors affecting customer satisfaction at PT. SiCepat Ekspres Indonesia. The study confirms that the hypotheses regarding Trust, Service Quality, and Brand Image significantly influence Customer Satisfaction at PT. SiCepat Ekspres Indonesia. To enhance Trust, PT. SiCepat Ekspres should improve data security and ensure consistent service delivery. For Service Quality, the focus should be on increasing staff responsiveness and empathy through targeted training and maintaining modern facilities. Strengthening Brand Image requires reinforcing brand messaging and aligning the company’s values with customer expectations. Future research should explore additional hypotheses to provide a more comprehensive analysis of factors affecting customer satisfaction. / Dengan meningkatnya permintaan layanan logistik andal akibat lonjakan e-commerce pasca pandemi, sektor ini berada di bawah tekanan tinggi karena ekspektasi konsumen akan pengiriman yang cepat dan transparan. PT. SiCepat Ekspres, yang didirikan pada tahun 2014, telah menjadi pemain utama dalam logistik e-commerce. Meskipun pertumbuhannya pesat, SiCepat masih menghadapi tantangan dalam hal kepuasan pelanggan, dengan banyaknya keluhan terkait keterlambatan, ketidakresponsifan, dan masalah pelacakan. Dalam penelitian ini, desain penelitian yang digunakan adalah kuantitatif, dengan menggunakan SPSS untuk analisis statistik. Penelitian ini melibatkan penggunaan statistik deskriptif dan model regresi linier berganda untuk menganalisis data. Teknik pengambilan sampel yang digunakan adalah teknik non-probabilitas dengan purposive sampling, yang memastikan bahwa sampel dipilih secara spesifik untuk memenuhi tujuan penelitian. Pendekatan metodologis ini memfasilitasi analisis komprehensif terhadap faktor-faktor yang mempengaruhi kepuasan pelanggan di PT. SiCepat Ekspres Indonesia. Studi ini mengonfirmasi bahwa hipotesis mengenai Kepercayaan, Kualitas Layanan, dan Citra Merek secara signifikan mempengaruhi Kepuasan Pelanggan di PT. SiCepat Ekspres Indonesia. Untuk meningkatkan Kepercayaan, PT. SiCepat Ekspres harus meningkatkan keamanan data dan memastikan konsistensi layanan. Untuk Kualitas Layanan, fokus harus pada peningkatan responsivitas dan empati staf melalui pelatihan yang ditargetkan dan pemeliharaan fasilitas yang modern. Untuk memperkuat Citra Merek, perusahaan perlu memperkuat pesan merek dan menyelaraskan nilai perusahaan dengan harapan pelanggan. Penelitian mendatang harus menjelajahi hipotesis tambahan untuk memberikan analisis yang lebih komprehensif mengenai faktor-faktor yang mempengaruhi kepuasan pelanggan.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Trust ; Service quality ; Brand image ; Customer satisfaction ; PT. SiCepat Ekspres ; E-commerce ; Indonesia ; Medan | ||||||||
Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Jane Nathasya Wijaya | ||||||||
Date Deposited: | 09 Aug 2024 07:54 | ||||||||
Last Modified: | 09 Aug 2024 07:54 | ||||||||
URI: | http://repository.uph.edu/id/eprint/64673 |
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