ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI ONLINE (Studi Pada Pengguna Jasa Transportasi Gojek di Kota Bogor)

AGUNG, SETIA PURNAMA (2024) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI ONLINE (Studi Pada Pengguna Jasa Transportasi Gojek di Kota Bogor). SKRIPSI.

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Abstract

Customer Loyalty is influenced by several factors including Brand image, Innovation and E-Service Quality. Of the three it has an important role in increasing customer loyalty with satisfactory results. The purpose of this research is to find out that there is no effect of brand image, innovation and e-service quality on loyal Go-Jek customers in Bogor City. This research aims to analyze the factors that influence customer loyalty in using Gojek online transportation services in Bogor City. The population in this research is Gojek application users with a research sample of 100 respondents. The sampling technique used is probability sampling with the type of sampling, namely incidental sampling. The analytical method used is descriptive analysis and quantitative analysis, data is analyzed using multiple linear regression analysis with the help of (Software) Statistical Package for Social Science or (SPSS) The research model is multiple linear analysis.The results of this analysis with the help of the statistical program SPSS V.24 obtained multiple linear regression equations: Y = 0.245 + 0.230X1+ 0.499X2 + 0.226X3 + µ The results of the equation show that there is a positive and significant influence between Brand Image on Customer Loyalty (tcount of 2.636 > ttable of 1,98472), Innovation on Customer Loyalty (tcount of 4.422 > ttable of 1,98472), E-Service Quality on Customer Loyalty (tcount of 2.385 > ttable of 1,98472., individually Brand Image, Innovation , and E-Service Quality has an effect on Customer Loyalty. Based on the results of the regression test, the coefficient of determination R2 (adjusted R square) was 0.627. This means that the variables Brand image (X1), Innovation (X2), E-Service Quality (X3) have a contribution of 62.7% in influencing customer loyalty (Y). Meanwhile, other factors that influence the increase in the number of passengers (100% - 62.7%) = 37.3% are influenced by other variables outside this research such as price, service quality, and promotion. . Keywords: Brand Image, Innovation, and E-Service Quality, Customer Loyalty.

Item Type: Article
Additional Information: 202104009
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 05 Aug 2024 07:52
Last Modified: 05 Aug 2024 07:52
URI: http://repository.unimar-amni.ac.id/id/eprint/6124

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