TRI, SUWARDANA (2019) FAKTOR YANG MEMPENGARUHI KUALITAS PELAYANAN DAN PROMOSI PENJUALAN TERHADAP KEPUASAN PELANGGAN GO-JEK ONLINE (Studi Kasus Pada Pelanggan GO-Jek Online Di Kota Semarang). SKRIPSI.
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Abstract
Transportation is a very important means in supporting human activities or mobility every day, so it must be prepared properly and safely because it is very influential in activities such as the economy, the delivery of goods or services, passenger transportation and so on. Online transportation is one of the solutions offered by business people to answer public complaints about transportation modes that are not yet feasible and public transport services are not yet good. This study aims to determine the effect of service quality and partial and simultaneous sales promotion on Go-jek customer satisfaction in the city of Semarang. The population in this study were Go-jek online transportation service users in the city of Semarang with this study sample of 100 respondents. The sampling technique used is nonpropability sampling with the type of sampling that is quota sampling. The analytical method used is descriptive analysis and quantitative analysis, data were analyzed using linear regression analysis with the help of (Software) Statistics Package for Social Science (SSPS). The results of this study indicate that service quality and sales promotion variables have a partial and simultaneous effect on Go-jek customer satisfaction in the city of Semarang. The results of multiple linear regression analysis obtained by the equation Y = 1.364 + 0.382 X1 + 0.231 X2 + µ. From the regression equation, it can be seen that the most dominant variable influencing customer satisfaction is service quality variable with a regression coefficient of 0.382. With R2 (R Square) test the result is 0.509 or 50.9% which means that Go-jek customer satisfaction in Semarang city is influenced by service quality and sales promotion varabel that is equal to 50.9% and other factors that affect Go-jek customer satisfaction in the city of Semarang is 49.9%. Keywords: online transportation, service quality, sales promotion, and customer satisfaction.
| Item Type: | Article |
|---|---|
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Nov 2019 09:11 |
| Last Modified: | 18 Nov 2019 09:11 |
| URI: | http://repository.stimart-amni.ac.id/id/eprint/131 |
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