ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA GOJEK ONLINE DI KOTA TANGERANG

ENDAH, MUSTIKA SARI (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA GOJEK ONLINE DI KOTA TANGERANG. SKRIPSI.

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Abstract

ABSTRACT The purpose of this study is to determine whether there is an influence of innovation, trust and convenience on customer loyalty in using Gojek Online services in the city of Semarang.In this study, the research population is Customer Loyalty in the city of Semarang with a sampling system with a total of 100 respondents (sample). The variables in the study consisted of: Innovation-free variable (X1), Trust (X2), and Ease (X3) and the dependent variable, namely Customer Loyalty (Y). The research model is multiple linear regression analysis. The results of the analysis with the statistical tools of the SPSS V.22 program obtained multiple linear regression equations Y = 0.632+ 0.214 X1 + 0.461 X2 + 0.245 X3 + µ. The results of multiple linear equations show that there is a positive and significant influence between innovation on customer loyalty (t count 2.468> t table 1.98472), trust in customer loyalty (t count 3,979> t table 1.98472), ease of customer loyalty ( t count 2.697> t table 1.98472), individually Innovation, Trust and Ease affect Customer Loyalty. The influence of the three research variables is very strong with the coefficient value (R Square) obtained by 61.9% on Customer Loyalty and 37.1% influenced by variables that are not detected in this study. Keywords: Innovation, Trust, Ease, and Customer Loyalty

Item Type:	Article
Additional Information:	192004067
Subjects:	Transportasi
Divisions:	Program Studi > S1-Transportasi
Depositing User:	AMNI Perpustakaan Semarang
Date Deposited:	05 Sep 2023 02:56
Last Modified:	05 Sep 2023 02:56
URI:	http://repository.unimar-amni.ac.id/id/eprint/5584

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