PUTERI, SYARIFAH SAHIDAH (2024) PENGARUH TRANSPARANSI HARGA, KUALITAS PELAYANAN, INOVASI TRANSPORTASI DAN PROMOSI TERHADAP KEPUASAN PENGGUNA JASA TRANSPORTASI ONLINE (GOJEK) DI KOTA MALANG. SKRIPSI.
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Abstract
Gojek is an online-based transportation that was created to make it easier for people to move places at affordable prices. The aim of this research is to see the influence of price transparency, service quality, transportation innovation and promotion on user satisfaction of online transportation services (Gojek) in the city of Malang. This research uses quantitative research methods using a sample of 100 respondents who use Gojek online transportation services in the city of Malang. Data collection was carried out using observation methods, literature studies, interviews, documentation and questionnaires. The data analysis technique is a multiple linear regression technique which is first tested through a questionnaire test (validity and reliability) and classical assumption tests (autocorrelation, heteroscedasticity, multicollinearity, normality). The results of the analysis using the statistical tools of the SPSS V.26 program obtained a multiple linear regression equation: Y = -1.458 + 0.332.X1 + 0.236.X2 + 0.225.X3 + 0.313 + µ From the multiple linear regression equation, it can be seen that the most dominant variable influencing service user satisfaction is the price transparency variable with a regression coefficient of 0.332. With the coefficient of determination (Adjust R square), the results obtained were 59%, which means that Service Quality, Price Transparency, Transportation Innovation and Promotion influence service user satisfaction by 59% and other factors that influence service user satisfaction are 41%. Thus, the research results show that Service Quality, Price Transparency, Transportation Innovation and Promotion have a positive and significant effect on service user satisfaction. Keywords: service user satisfaction, service quality, price transparency, transportation innovation, and promotion
| Item Type: | Article |
|---|---|
| Additional Information: | 202104137 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 29 Jul 2024 04:57 |
| Last Modified: | 29 Jul 2024 04:57 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/6092 |
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