Syaftian, Iqbal (2019) ANALISA FAKTOR KEPUASAN MAHASISWA STEI DALAM MENGGUNAKAN STARTUP GO-JEK DI JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi dan kualitas pelayanan terhadap kepuasan konsumen pengguna startup GOJEK di kampus STEI. Penelitian menggunakan deskripsi kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling. Populasi di dalam penelitian ini adalah mahasiswa/i pengguna startup GOJEK di STEI dan mendapat sampel responden sebanyak 97 orang. Metode analisis dalam penelitian ini adalah analisis koefisien determinasi parsial dan simultan, serta uji hipotesis dengan IBM SPSS Statistic 24.00. Hasil penelitian ini terdapat pengaruh parsial harga terhadap kepuasan konsumen sebesar 4,7%, promosi 0,01%, dan kualitas pelayanan 14,9%. Dengan demikian, kontribusi pengaruh parsial paling besar atau dominan adalah kualitas pelayanan sebesar 14,9%. Kontribusi pengaruh simultan harga, promosi dan kualitas pelayanan sebesar 36,7% sedangkan sisanya dipengaruhi oleh variabel lain yang tidak diteliti. Berdasarkan hasil pengujian hipotesis dengan taraf nyata (α = 5%) terbukti bahwa promosi memiliki pengaruh tidak signifikan terhadap kepuasan konsumen, sedangkan harga dan kualitas pelayanan mempunyai pengaruh signifikan terhadap kepuasan konsumen GOJEK di STEI secara parsial. Untuk hasil pengujian hipotesis simultan harga, promosi dan kualitas pelayanan memiliki pengaruh signifikan terhadap kepuasan konsumen. Kata Kunci : Harga, Promosi, Kualitas Pelayanan, dan Kepuasan Konsumen ABSTRACT This study aimed to knowing the effect of price, promotion and service quality towards customers satisfaction of GOJEK startup users in STEI campus. The study used. The sampling technique is using purposive sampling. The population, related in this study were students who using GOJEK startup in STEI and there’s 97 respondents as samples. The analytical method in this study is analysis of the partial and simultaneous determination coefficients, and also hypothesis testing with IBM SPSS Statistics 24.00. The result are partial effect of prices on consumer satisfaction equals 4,7%, 0,01% by promotion and 14,9% by service quality. Thus, the most dominant contribution to the partial influence is service quality which is 14,9% in total. The contribution of simultaneous price, promotion and service quality is 36.7% while the rest got influenced by other variables that excluded. The results of hypothesis testing using real rating (α = 5%) prove that promotion has a non-significant effect toward customer satisfaction, while the price and service quality have a significant influence towards GOJEK customer satisfaction in STEI partially. For the results of simultaneous hypothesis testing of prices, the promotion and service quality have a significant influence to customer satisfaction. Keywords : Price, Promotion, Service Quality, and Customer Satisfaction
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Operasional | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 10 Jan 2022 04:35 | ||||||||
| Last Modified: | 10 Jan 2022 04:35 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6749 |
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