ANALISIS PENGARUH KUALITAS PELAYANAN, KEPERCAYAAN DAN CITRA MEREK PERUSAHAAN TERHADAP LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI GOJEK (STUDI KASUS PADA PELANGGAN GOJEK DI KOTA SEMARANG)

NI, KADEK DIAN PERMATA SARI (2019) ANALISIS PENGARUH KUALITAS PELAYANAN, KEPERCAYAAN DAN CITRA MEREK PERUSAHAAN TERHADAP LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI GOJEK (STUDI KASUS PADA PELANGGAN GOJEK DI KOTA SEMARANG). SKRIPSI.

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Abstract

Customer loyalty is one of the important factors pursued in modern marketing. Loyalty is very important because it is expected that the company will get long-term benefits for the mutual relationship that exists in a certain period of time. Customer loyalty is customer attachment to a brand that is committed to staying true to the brand. This study aims to determine the effect of service quality, trust and brand image partially on customer loyalty in using gojek transportation services in the city of Semarang. The population in this study are all customers who meet the criteria, the sampling technique used is a non-probability sampling with type sampling is sampling quota. The analytical method used is descriptive analysis and quantitative analysis, data were analyzed using multiple linear regression analysis with the help of (Software) Statistical Package For Social Science (SPSS). The results of this study indicate that the variable quality of service, trust and brand image of the company partially influence customer loyalty. The results of multiple linear regression analysis obtained the equation Y = 0.733 + 0.333X1 + 0.385X2 + 0.203X3 + µ. From the multiple linear regression equation, it can be seen that the most dominant variable influencing customer loyalty is a trust variable with a regression coefficient of 0.352 and with the Ajusted R Squer test of 0.561 or 56.1% which means that customer loyalty is influenced by service quality, trust and the company's brand image 56.1% and other factors affecting customer loyalty in addition to the factors studied were 43.9%. Keywords: Service Quality, Trust and Brand Image

Item Type: Article
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 18 Nov 2019 08:04
Last Modified: 18 Nov 2019 08:04
URI: http://repository.stimart-amni.ac.id/id/eprint/118

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