Rahmadani, Hidayat (2022) KUALITAS PELAYANAN, TARIF, DAN VARIASI JASA DAMPAKNYA TERHADAP KEPUASAN PELANGGAN GOJEK DIMASA PANDEMI COVID-19 DI BANJARMASIN. Masters thesis, Universitas Islam Kalimantan MAB.
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Abstract
Persaingan bisnis yang ketat. Dirasakan pelaku bisnis layanan jasa transportasi yang beroperasi di Banjarmasin. Ditambah dengan adanya bencana berskala global, yaitu: pandemi Covid-19. PT. Go-jek Indonesia (Gojek) adalah perusahaan menyediakan layanan jasa transportasi. Gojek harus mengetahui faktor pengaruh kepuasan pelanggannya. Penelitian bertujuan menganilisis besar pengaruh kualitas pelayanan, tarif dan variasi jasa pada kepuasan pelanggan. Dalam penentuan sampel, teknik sampling yang digunakan non probability sampling. Sampel penelitian 60 orang pelanggan Gojek di Banjarmasin kemudian dianalisis data dan diperoleh menggunakan analisis data kuantitatif. Analisis kuantitatifi: uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis melalui uji-t dan uji-f, analisis koefisien determinasi (R2). Data telah memenuhi uji validitas, uji reliabilitas dan uji asumsi klasik diolah sehingga menghasilkan persamaan regresi sebagai berikut: Y = 2,842 + 0,445X1 + 0,645X2 + 0,290X3 + e Variabel Kepuasan Pelanggan (Y), variabel Kualitas Pelayanan (X1), variabel Tarif (X2) dan variabel Variasi Jasa (X3). Pengujian hipotesis menggunakan uji-t menunjukkan kedua variabel yang diteliti, yaitu: Kualitas Pelayanan (X1), dan Tarif (X2) terbukti signifikan berpengaruh terhadap variabel dependen, Kepuasan Pelanggan (Y). Kemudian melalui uji-f diketahui variabel independen diteliti secara simultan memiliki pengaruh pada variabel dependen Kepuasan Pelanggan (Y). Angka Adjusted R Square sebesar 0,638 menunjukkan bahwa 63,8% variabel Kepuasan Pelanggan dijelaskan ketiga variabel independen dalam persamaan regresi. Sedangkan sisanya sebesar 36,2% dijelaskan variabel lainnya. Competition in today's business world is getting tougher. This is also felt by business people in the transportation service sector operating in Banjarmasin. Coupled with a global disaster, namely: the Covid-19 pandemic. PT. Go-jek Indonesia (Gojek) is a company that provides transportation services. Gojek must know the factors that affect customer satisfaction. Study to analyze the influence of service quality, tariffs and service variations on customer satisfaction. In determining the sample, the sampling technique used is non probability sampling. The sample in this study were 60 customers from Gojek in Banjarmasin and then analyzed the data obtained using quantitative data analysis. Quantitative analysis includes: validity and reliability, classic assumption, multiple regression, hypothesis testing through t-test and f-test, and analysis of the coefficient of determination (R2). The data that has met the validity test, reliability test and assumption test classical is processed produce following regression equation: Y = 2,842 + 0,445X1 + 0,645X2 + 0,290X3 + e Where the Customer Satisfaction variable (Y), Service Quality variable (X1), Tariff variable (X2) and Service Variation variable (X3). Hypothesis testing using the t-test shows that the two independent variables studied, namely: Service Quality (X1), and Tariff (X2) are proven to have a significant partial effect on the dependent variable, Customer Satisfaction (Y). Then through the f-test it be see the three independent variables simultaneously affect the dependent variable (Y). The Adjusted R Square figure of 0.638 shows that 63.8% of the Customer Satisfaction can explained three independent variables in regression equation. While the remaining 36.2% is explained other variables the three variables used in this study.
Item Type: | Thesis (Masters) |
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Uncontrolled Keywords: | Kualitas Pelayanan, Tarif, Variasi Jasa dan Kepuasan Pelanggan Service Quality, Tariff, Service Variation and Customer Satisfaction |
Subjects: | A General Works > AC Collections. Series. Collected works |
Depositing User: | Hidayat Rahmadani |
Date Deposited: | 17 Feb 2022 04:46 |
Last Modified: | 23 Oct 2023 04:47 |
URI: | http://eprints.uniska-bjm.ac.id/id/eprint/9561 |
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