FEBRIANY, SHARFINA (2021) PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN GORIDE SELAMA MASA PANDEMI COVID-19 (Studi Kasus Pada Pelanggan Goride di Kemayoran Jakarta Pusat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, dan promosi terhadap kepuasan pelanggan GoRide selama masa pandemi covid-19 di Kemayoran Jakarta Pusat. Penelitian ini menggunakan strategi penelitian asosiatif pendekatan kuantitatif dengan analisis data menggunakan analisa outer model, inner model, dan pengujian hipotesis dengan Software SmartPLS 3.0. Dalam penelitian ini menggunakan teknik Purposive sampling dengan sampel sebanyak 96 responden yang mempunyai pengalaman dalam penggunaan layanan GoRide melalui aplikasi Gojek di Jakarta Pusat sebanyak 2x. Data yang digunakan dalam penelitian ini adalah data primer didapat dengan kuesioner yang disebar secara online dan data sekunder menggunakan buku dan website yang berhubngan dengan masalah yang akan dibahas untuk dapat dijadikan pedoman dalam penelitian. Pengujian hipotesis menggunakan R2 dan t-Statistik. Hasil penelitian ini menemukan bahwa kualitas pelayanan tidak signifikan atau tidak berpengaruh terhadap kepuasan pelanggan sedangkan harga dan promosi signifikan atau berpengaruh terhadap kepuasan pelanggan GoRide di Kemayoran Jakarta Pusat. Kata Kunci: Kualitas Pelayanan, Harga, Promosi, Kepuasan Pelanggan This study aims to determine the influence of service quality, price, and promotion, on GoRide customer satisfaction during the pandemic time of Covid-19 in Kemayoran, Central Jakarta. This study uses an associative research strategy with a quantitative approach with data analysis using the outer model analysis, inner model, and hypothesis testing with SmartPLS3.0 software. In this study using purposive sampling technique with a sample of 96 respondents who have experience in using GoRide services through the Gojek application in Central Jakarta as much as 2x. The data used in this study are primary data obtained by questionnaires distributed online and secondary data using books and websites that relate to the issues to be discussed to be used as guidelines in the study. Hypothesis testing using R2 and t-statistics. The results of this study found that service quality does not have a significant effect on customer satisfaction while price and promotion have a significant positive effect on customer satisfaction of GoRide service users in Kemayoran Central Jakarta. Keywords: Service Quality, Price, Promotion, Customer Satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms SHARFINA FEBRIANY | ||||||||
| Date Deposited: | 28 Jun 2021 06:11 | ||||||||
| Last Modified: | 28 Jun 2021 06:11 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/4364 |
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