PENGARUH KUALITAS LAYANAN, TINGKAT KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAAN PELANGGAN (Studi Kasus Mahasiswa STEI pengguna Gojek )

GINTING, LOLA YUSTINA (2023) PENGARUH KUALITAS LAYANAN, TINGKAT KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAAN PELANGGAN (Studi Kasus Mahasiswa STEI pengguna Gojek ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa pengaruh kualitas layanan, tingkat kepercayaan terhadap loyalitas pelanggan yang dimediasi oleh kepuasaan pelanggan (studi kasus mahasiswa stei pengguna gojek ). Penelitian ini menggunakan jenis penelitian kuantitatif dan metode penelitian yang digunakan adalah metode survey, data yang diperoleh dari hasil pengumpulan data dengan menggunakan kuesioner. Populasi dalam penelitian ini adalah Mahasiswa STEI pengguna gojek yang berjumlah 180 orang, Pemilihan sampel dengan purposive sampling digunakan karena pengambilan sampel berdasarkan pertimbangan tertentu yang representative agar dapat mewakili seluruh populasi yang akan diteliti. Alat analisis yang digunakan yaitu menggunakan SPSS . Hasil penelitian ini menunjukkan bahwa Kualitas layanan berpengaruh signifkan terhadap Loyalitas Pelanggan, Tingkat kepercayaan berpengaruh signifkan terhadap loyalitas pelanggan, Kualitas layanan berpengaruh signifkan terhadap kepuasan pelanggan, Tingkat kepercayaan tidak berpengaruh signifkan terhadap kepuasan pelanggan, Loyalitas pelanggan berpengaruh terhadap kepuasan pelanggan,Kualitas langsung berpengaruh tidak langsung terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel mediasi Tingkat kepercayaan berpengaruh tidak langsung terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel mediasi. This study aims to determine how much influence service quality has, the level of trust in customer loyalty mediated by customer satisfaction (a case study of stei students who use gojek). This study uses a type of quantitative research and the research method used is a survey method, the data obtained from the results of data collection using a questionnaire. The population in this study were 120 STEI students who use gojek. The sample selection was purposive sampling because the sampling was based on certain representative considerations so that it could represent the entire population to be studied. The analytical tool used is SPSS. The results of this study indicate that service quality has a significant effect on customer loyalty, level of trust has a significant effect on customer loyalty, service quality has a significant effect on customer satisfaction, level of trust has no significant effect on customer satisfaction, customer loyalty has an effect on customer satisfaction, quality directly has an indirect effect on customer loyalty through customer satisfaction as a mediating variable. The level of trust has an indirect effect on customer loyalty through customer satisfaction as a mediating variable.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorPranitasari, DiahNIDN0315086903nitadpranitasari@gmail.com
Uncontrolled Keywords: Kualitas Layanan, Tingkat Kepercayaan, Loyalitas Pelanggan, Kepuasn Pelanggan
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Lola Yustina Ginting
Date Deposited: 08 Apr 2023 04:34
Last Modified: 08 Apr 2023 04:34
URI: http://repository.stei.ac.id/id/eprint/9957

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