Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Konsumen dalam Menggunakan Layanan Jasa Go-Jek (Studi pada Konsumen di Kota Medan Pengguna Aplikasi Go-Jek)

Abstract

At this time also the role of the internet is increasingly important in social, economic and political needs in every part of the world. Every year the internet is increasingly affecting the lives of everyone. It is undeniable that this technology has changed world civilization very quickly. The transportation business is experiencing enormous development in the current digital era, this is because at this time is a time that demands that everything can be faster and more efficient. To increase consumer loyalty to Go-Jek, a satisfaction with the services provided by Go-Jek will be needed. This study aims to analyze how the influence of service quality and price on consumer loyalty in using Go-Jek services (Study on consumers in Medan City using the Go-Jek application). The effect of the related variables, namely service quality and price, will be carried out partially and simultaneously on increasing consumer loyalty. This research uses quantitative research with associative approach. Sampling using purposive sampling technique using 100 respondents as the research sample. Primary data in this study was obtained from distributing questionnaires through google form, and secondary data obtained through literature study. The analytical method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis testing. The results showed that the service quality variable (X1) and the price variable (X2) partially had a significant effect on consumer loyalty (Y). Based on the coefficient of determination test, the value of R2 is 0.441, which means the influence of service quality and price on consumer loyalty in using Go-Jek services in Medan City is 44.1% while the remaining 54.9% is influenced by other factors not explained in this study.