DEDI, DWI ARDI (2020) “ANALISIS PENGARUH KUALITAS PELAYANAN, KEPERCAYAAN DAN CITRA MEREK PERUSAHAAN TERHADAP LOYALITAS PELANGGAN JASA OJEK ONLINE GOJEK DI KOTA SEMARANG”. SKRIPSI.
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Abstract
Customer loyalty is one of the important factors sought in modern marketing. Loyalty is very important because it is expected that the company will benefit long-term for mutualism that is established within a certain period of time. Customer loyalty is a customer attachment to a brand that is always committed to staying on the brand. This research aims to find out the effect of service quality, trust and brand image partially on customer loyalty in using gojek transportation services in Semarang. The population in this study is all customers who meet the criteria, the sampling technique used is non-probability sampling with sampling type namely sampling quota. The analysis method used is descriptive analysis and quantitative analysis of data analyzed using multiple linear regression analysis With the help of (Software) Statistic Package For Social Science (SPSS). The results of this study show that the variable quality of service, trust and brand image of the company is partially influential to customer loyalty. Multiple linear regression analysis results obtained equation Y=0.733+0.333X+0.385X+0.203X+u. From the multiple linear regression equations it can be known that the most dominant variables affecting Customer loyalty are trust variables with a regression coefficient of 0.352 and With the Ajusted R Square test of 0.561 or 56.1% which means that Customer loyalty is affected by the quality of service, trust and brand image of the Company 56.1% and other factors affecting customer loyalty in addition to these factors studied are 43.9%. Keywords: Quality of Service ,Trust And Brand Image
| Item Type: | Article |
|---|---|
| Additional Information: | 1821.14.021 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 10 Jun 2021 01:59 |
| Last Modified: | 10 Jun 2021 01:59 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3465 |
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