The influence of trust, company image, and word of mouth toward consumer satisfaction using grab in Medan city

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

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