OLGA, PANSURA (2022) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI ONLINE (Studi Kasus Pada Pelanggan GRAB di Kota Semarang). 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. Grab 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 price perception, brand image, service quality and convenience partially on the selection of online transportation modes. The population in this study were Grab 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 26. The results of the study by partially testing the t-test hypothesis showed that price perception, brand image, service quality and convenience had a positive and significant effect on customer loyalty. 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 convenience 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 customer loyalty on Grab is influenced by the variables of price perception, brand image, service quality and convenience which is 61.9% and other factors that influence the choice of Grab customer loyalty made by 38.1% or 0.381. Keywords : price perception, brand image, service quality, convenience and customer loyalty.
| Item Type: | Article |
|---|---|
| Additional Information: | 181904166 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Jan 2023 06:05 |
| Last Modified: | 18 Jan 2023 06:05 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4875 |
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