PENGARUH PROMOSI, KUALITAS PELAYANAN DAN NILAI PELANGGAN TERHADAP KEPUASAN KONSUMEN GOJEK ( Studi Kasus Ini Di Wilayah Kelurahan Cipinang Besar Utara )

Fadillah, Ahmad (2021) PENGARUH PROMOSI, KUALITAS PELAYANAN DAN NILAI PELANGGAN TERHADAP KEPUASAN KONSUMEN GOJEK ( Studi Kasus Ini Di Wilayah Kelurahan Cipinang Besar Utara ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui (1) sebesarapa besar pengaruh promosi terhadap kepuasan konsumen gojek di cipinang besar utara(2) seberapa besar pengaruh kualitas pelayananterhadap kepuasan konsumen gojek di cipinang besar utara, (3) seberapa besar pengaruh nilai pelanggan terhadap kepuasan konsumen gojek di cipinang besar utara, dan (4) seberapa besar pengaruhpromosi, kualitas pelayanan, nilai pelanggan terhadap kepuasan konsumen gojek di cipinang besar utara. Penelitian ini menggunakan data primer dengan penyebaran kuesioner dan analisis jawaban responden. Populasi penelitian ini adalah masyarakat yang menggunakan jasa gojek di cipinang besar utara. Sampel dalam penelitian ini berjumlah 100 orang responden dengan menggunakan purposive sampling. Metode analisis yang digunakan adalah uji validitas, uji reliabilitas, analisis koefisien determinasi parsial dan berganda, serta pengujian hipotesis. Hasil penelitian menunjukkan secara parsial promosi berpengaruh tapi tidak signifikan dengan kontribusi sebesar 7,34% dalam mempengaruhi kepuasan konsumen Gojek di wilayah Cipinang Besar Utara. Secara parsial kualitas pelayanan berpengaruh signifikan dengan kontribusi sebesar 33,40% dalam mempengaruhi kepuasan konsumen Gojek di wilayah Cipinang Besar Utara.Secara parsialnilai pelanggan berpengaruh signifikan dengan kontribusi sebesar 52,27% dalam mempengaruhi kepuasan konsumen Gojek di wilayah Cipinang Besar Utara. Serta selanjutnya secara simultan promosi, kualitas pelayanan, nilai pelanggan berpengaruh signifikan terhadap kepuasan konsumen Gojek di wilayah Cipinang Besar Utara dengan kontribusi sebesar 57,76%. Kata Kunci : Promosi, Kualitas Pelayanan, Nilai Pelanggan, dan Kepuasan Konsumen This study aims to find out (1) how much the influence of promotion on gojek consumer satisfaction in cipinang besar utara(2) how much influence of service quality on gojek consumer satisfaction in cipinang besar north, (3) how much influence of customer value on gojek consumer satisfaction in cipinang besar north, and (4) how much influence of promotion, quality of service, customer value on gojek consumer satisfaction in cipinang big north. This study used primary data with the dissemination of questionnaires and analysis of respondents' answers. The population of this research is the people who use gojek services in the big cipinang north. The sample in this study amounted to 100 respondents using purposive sampling. The analysis methods used are validity test, reliability test, partial and multiple determination coefficient analysis, and hypothesis testing. The results showed that the promotion was partially influential but not significant with a contribution of 7.34% in influencing Gojek consumer satisfaction in the Cipinang Besar Utara area. Partial service quality has a significant effect with a contribution of 33.40% in influencing Gojek customer satisfaction in the Cipinang Besar Utara area. Partial customer value has a significant effect with a contribution of 52.27% in influencing Gojek customer satisfaction in the Cipinang Besar Utara area. And then simultaneously the promotion, quality of service, customer value have a significant effect on Gojek customer satisfaction in the Cipinang Besar Utara area with a contribution of 57.76%. Keywords: Promotion, Service Quality, Customer Value, and Customer Satisfaction

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorHusen, Irfan Arif0309128203irfan_arif_husen@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Mr AHMAD FADILLAH
Date Deposited: 06 Apr 2021 05:48
Last Modified: 06 Apr 2021 05:48
URI: http://repository.stei.ac.id/id/eprint/4199

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