Claudia, Claudia (2024) The influence of trust, company image, and word of mouth toward consumer satisfaction using grab in Medan city. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
According to the phenomena, in the study background indicate low
consumer satisfaction with Grab services. Key issues include many drivers are
unprofessional, rude, and take unfamiliar shortcuts, making passengers feel unsafe
and uncomfortable. It is also known that numerous complaints about inaccurate
pickup time estimates and high prices during rush hour make Grab unreliable.
Thus many people do not recommend Grab's services on social media and online
forums.
The research population that will be used in this research is all customers
who using Grab Car and Grab Bike in Medan City which total is unknown. Because
of the unknown population, Lemeshow formula are being used to determine the
number of samples in the research which is 97 sample. The sampling method that
will be used is non-probability sampling which is the accidental/convenience
sampling method where the sample will be the respondents who are met by chance
or accidentally met as first respondent. Data is measured by validity and reliability
test. The data is analyzed using SPSS 26.00, the research model is being tested using
normality, heteroscedasticity, multicollinearity, and linearity test. The data also
tested with linear regression, multiple linear regression, and coefficient of
determination test, then hypothesis test are done with F-Test and t-Test.
The study has indicated that trust variable has a positive and significant
influence on Consumer Satisfaction using Grab in Medan City. Company image
variable has a positive and significant influence on consumer satisfaction using
Grab in Medan City. Word of mouth variable has a positive and significant
influence on consumer satisfaction using Grab in Medan City. Trust, company
image, and word of mouth has a significant influence on consumer satisfaction using Grab in Medan City./ Berdasarkan fenomena tersebut, pada latar belakang penelitian
menunjukkan kepuasan konsumen yang rendah terhadap layanan Grab. Isu-isu
utama meliputi banyaknya pengemudi yang tidak profesional, kasar, dan
mengambil jalan pintas yang tidak lazim, sehingga membuat penumpang merasa
tidak aman dan tidak nyaman. Diketahui pula bahwa banyaknya keluhan tentang
estimasi waktu penjemputan yang tidak akurat dan harga yang tinggi pada jamjam sibuk membuat Grab tidak dapat diandalkan. Oleh karena itu, banyak orang
tidak merekomendasikan layanan Grab di media sosial dan forum daring.
Populasi penelitian yang akan digunakan dalam penelitian ini adalah
seluruh pelanggan Grab Car dan Grab Bike di Kota Medan yang jumlahnya tidak
diketahui. Karena jumlah populasi yang tidak diketahui, maka digunakan rumus
Lemeshow untuk menentukan jumlah sampel dalam penelitian ini yaitu sebanyak
97 sampel. Metode pengambilan sampel yang digunakan adalah non-probability
sampling yaitu metode accidental/convenience sampling dimana sampelnya adalah
responden yang secara kebetulan atau tidak sengaja ditemui sebagai responden
pertama. Data diukur dengan uji validitas dan reliabilitas. Analisis data
menggunakan SPSS 26.00, pengujian model penelitian menggunakan uji
normalitas, heteroskedastisitas, multikolinearitas, dan linearitas. Pengujian data
dilakukan dengan regresi linier berganda, uji koefisien determinasi, kemudian
dilakukan pengujian hipotesis dengan Uji F dan Uji t.
Hasil penelitian menunjukkan bahwa variabel kepercayaan berpengaruh
positif dan signifikan terhadap Kepuasan Konsumen menggunakan Grab di Kota
Medan. Variabel citra perusahaan berpengaruh positif dan signifikan terhadap
kepuasan konsumen menggunakan Grab di Kota Medan. Variabel word of mouth
berpengaruh positif dan signifikan terhadap kepuasan konsumen pengguna Grab
di Kota Medan. Kepercayaan, citra perusahaan, dan word of mouth berpengaruh
signifikan terhadap kepuasan konsumen pengguna Grab di Kota Medan.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Claudia, Claudia NIM03011210022 wangclaudia10@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Putra, Sir Ali Syah 108128102 ali.putra@lecturer.uph.edu |
Uncontrolled Keywords: | Trust; company image; word of mouth; consumer satisfaction |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Claudia Claudia |
Date Deposited: | 25 Feb 2025 03:33 |
Last Modified: | 25 Feb 2025 03:33 |
URI: | http://repository.uph.edu/id/eprint/67155 |