PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN MELALUI LOYALITAS KONSUMEN GO-JEK / EFFECT OF SERVICE QUALITY, PRICE AND PROMOTION ON CUSTOMER SATISFACTION THROUGH GO-JEK CONSUMER LOYALTY

Akbar, Rizky Satria and Engkur, Engkur (2020) PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN MELALUI LOYALITAS KONSUMEN GO-JEK / EFFECT OF SERVICE QUALITY, PRICE AND PROMOTION ON CUSTOMER SATISFACTION THROUGH GO-JEK CONSUMER LOYALTY. PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN MELALUI LOYALITAS KONSUMEN GO-JEK. (Unpublished)

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Abstract

Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh kualitas pelayanan, harga dan promosi terhadap kepuasan konsumen melalui loyalitas konsumen go-jek. Populasi dalam penelitian ini adalah seluruh konsumen Go-jek wilayah Jakarta Timur. Teknik pengambilan sampel ini adalah accidental sampling dimana sampel sebanyak 100 responden. Penelitian ini menggunakan alat analisis jalur (path analisys). Berdasarkan hasil perhitungan secara langsung dan parsial terdapat pengaruh antara kualitas pelayanan, harga, dan promosi terhadap kepuasan konsumen dengan nilai signifikansi di bawah 0,05 (taraf signifikansi). Secara langsung dan parsial terdapat pengaruh antara kualitas pelayanan, harga, dan promosi terhadap loyalitas konsumen dengan nilaidi bawah 0,05 (taraf sigifikansi). Dan secara tidak langsung dan parsial terdapat pengaruh antara kualitas pelayanan, harga, dan promosi terhadap kepuasan konsumen melalui loyalitas konsumen Go-jek. Berdasarkan hasil perhitungan koefisien determinasi, niai R2 loyalitas konsumen sebesar 0,583 dan nilai R 2 kepuasan konsumen sebesar 0,737. Dan nilai Q2 sebesar 0,891. / purpose of this study was to determine how much influence the quality of service, price and promotion on customer satisfaction through consumer loyalty Go-jek. The population in this study were all Go-jek consumers in the East Jakarta region. This sampling technique is accidental sampling where the sample is 100 respondents. This study uses a path analysis tool (analysispath). Based on the results of direct and partial calculations, there is an influence between service quality, price, and promotion on customer satisfaction with a significance value below 0.05 (significance level). Directly and partially, there is an influence between service quality, price, and promotion on consumer loyalty with a value below 0.05 (significance level). And indirectly and partially there is an influence between service quality, price, and promotion on customer satisfaction through Go-jek customer loyalty. Based on the calculation coefficient of determination, Rniai2 consumer loyalty by 0.583 and R2 of consumer satisfaction at 0.737. And the value of Q2 amounting to 0.891.

Item Type:	Article
Uncontrolled Keywords:	Kualitas pelayanan, Harga, Promosi, Kepuasan Konsumen dan Loyalitas Konsumen / Service quality, Price, Promotion, Customer Satisfaction and Consumer Loyalty
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Users 1479 not found.
Date Deposited:	19 Jan 2021 07:29
Last Modified:	19 Jan 2021 07:29
URI:	http://repository.stei.ac.id/id/eprint/3429

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