ANGGIT, LISTYANTORO (2022) “ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN GRAB – FOOD DI KOTA SEMARANG DI MASA PANDEMI COVID - 19”. SKRIPSI.
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Abstract
This research is motivated by the increasing needs of the community in the field of transportation, especially in the use of online transportation. Online transportation is one of the most popular types of transportation today. As time goes by, the demand for services using online transportation is increasing and is demanded to be fulfilled. Gojek as one of the companies engaged in online transportation services that will always provide the best and satisfying service. This study aims to determine the effect of convenience, price perception, service quality and trust partially on the selection of online transportation modes. The population in this study were Gojek online transportation users and the sample of this study was 100 respondents. The sampling technique is nonprobability sampling with the type of sampling, namely incidensial sampling. Analysis of the data used in this study is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (software) Statistic Package for Social Science (SPSS) version 25. The results of the study by partially testing the t-test hypothesis showed that convenience, price perception, service quality and trust had a positive and significant effect on increasing the number of passengers. Based on the research results, it can be seen that the research model of the multiple linear regression equation is: Y = - 1,735 + 0,291.X1 + 0,256.X2 + 0,247.X3 + 0,335.X4 + µ. From the regression equation, it can be seen that the variable that has the most dominant influence on increasing the number of passengers is the service quality variable with a regression coefficient of 0.335. And the R2 (R Square) test results in a 0.619 or 61.9% result which means that the choice of online transportation mode on Gojek is influenced by the variables of convenience, price perception, service quality and trust which is 61.9% and other factors that influence the choice of Gojek online transportation mode by 38.1% or 0.381. Keywords : service, price, brand image, product innovation paritally and onlinetransportation mode selection
| Item Type: | Article |
|---|---|
| Additional Information: | 18.21.14.009 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 16 Jan 2023 05:53 |
| Last Modified: | 16 Jan 2023 05:53 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4727 |
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