SATRIO, SOGARA (2022) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERSEPSI HARGA, INOVASI PRODUK, NILAI PELANGGAN DAN PROMOSI PERUSAHAAN TERHADAP LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI GOJEK DI SEMARANG. SKRIPSI.
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Abstract
This research is motivated by the increasing needs of society, including in the field of online transportation. Online transportation services are one of the most popular types of transportation for the community at this time. Over time, the demand for services using online transportation is increasing and directed 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 price perceptions, product innovation, customers, and promotions on customer loyalty in using Gojek transportation services in Semarang. The population in this study were users of Gojek transportation services in Semarang and the sample used in this study was 100 respondents. The sampling technique used is non-probability sampling incidental sampling type, then the data is analyzed using multiple linear regression with the help of (software) Statistical Package For Social Science (SPSS) Version 25. The regression formulation in this study is as follows: Y = -1.808 + 0.334X1 + 0.289X2 + 0.263X3 + 0.249X4 + µ From this equation, it is known that the most dominant variable affecting customer loyalty is the Price Perception variable with a regression coefficient of 0.334. The R2 (R Square) test obtained results of 0.626 or 62.6%, which means that customer loyalty is influenced by the variables of price perception, product innovation, customer value and promotion, which is 62.6% and other factors that influence customer loyalty are 37. ,4% Keywords: customer loyalty, price perception, product innovation, customer value, promotion
| Item Type: | Article |
|---|---|
| Additional Information: | 181904194 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Jan 2023 06:06 |
| Last Modified: | 18 Jan 2023 06:06 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/4904 |
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