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

KHOIRUN, NAFISAH (2023) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM MENGGUNAKAN JASA TRANSPORTASI ONLINE (Studi Pada Pengguna Jasa Transportasi Gojek di Kota Semarang). SKRIPSI.

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Abstract

ABSTRAK 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 Semarang City. In this study, the population is Go-Jek service users in the city of Semarang by taking a sample system with a total of 100 respondents (sample). The variables in this study consist of: Brand Image (X1), Innovation (X2), and E-Service Quality (X3) and the dependent variable is Customer Loyalty (Y). The research model is multiple linear analysis. The results of this analysis with the help of the statistical program SPSS V.23 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.The influence of the three research variables is very strong with a Coefficient value (R Square) obtained of 62.7% on Customer Loyalty and 37.3% is influenced by variables not detected in this study. Keywords: Brand Image, Innovation, and E-Service Quality, Customer Loyalty.

Item Type: Article
Additional Information: 192004123
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 28 Aug 2023 05:26
Last Modified: 28 Aug 2023 05:26
URI: http://repository.unimar-amni.ac.id/id/eprint/5561

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