PRABOWO, FAHMI ALZAMENDI (2021) PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN JASA TRANSPORTASI OJEK ONLINE PADA GOJEK (Studi Kasus : Pelanggan Gojek di Kota Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas pelayanan dan persepsi harga terhadap kepuasan pelanggan melalui keputusan pembelian jasa tranportasi ojek online pada gojek. Pengambilan data dengan menggunakan teknik purposive sampling. Sampel yang digunakan penelitian ini sebanyak 100 responden. Hasil penelitian membuktikan bahwa seluruh hipotesis diterima yaitu 1) kualitas pelayanan berpengaruh positif secara langsung dan signifikan terhadap keputusan pembelian. 2) persepsi harga berpengaruh positif secara langsung dan signifikan terhadap keputusan pembelian. 3) kualitas pelayanan berpengaruh positif secara langsung dan signifikan terhadap kepuasan pelanggan. 4) persepsi harga berpengaruh positif secara langsung dan signifikan terhadap kepuasan pelanggan. 5) kepuasan pelanggan berpengaruh positif secara langsung dan signifikan terhadap keputusan pembelian. 6) kualitas pelayanan berpengaruh positif terhadap kepuasan pelanggan melalui keputusan pembelian. 7) persepsi harga berpengaruh positif terhadap kepuasan pelanggan melalui keputusan pembelian. The purpose of this study was to examine the effect of service quality and price perceptions on customer satisfaction through purchasing decisions for online motorcycle taxi transportation services at Gojek. Retrieval of data using purposive sampling technique . The sample used in this study were 100 respondents. The results prove that all hypotheses are accepted, namely 1) service quality has a direct and significant positive effect on purchasing decisions. 2) perceived price has a direct and significant positive effect on purchasing decisions. 3) service quality has a direct and significant positive effect on customer satisfaction. 4) perceived price has a direct and significant positive effect on customer satisfaction. 5) customer satisfaction has a direct and significant positive effect on purchasing decisions. 6) service quality has a positive effect on customer satisfaction through purchasing decisions. 7) perceived price has a positive effect on customer satisfaction through purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr FAHMI ALZAMENDI PRABOWO | ||||||||
| Date Deposited: | 27 Dec 2021 03:02 | ||||||||
| Last Modified: | 27 Dec 2021 03:02 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6423 |
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