Pengaruh Service Quality, Promotion dan Level of Loyality terhadap Customer Satisfaction Transportasi Online (Studi pada Pelanggan Gojek di Kota Medan)

Abstract

Customer Satisfaction is one of the important factors in the success of a transportation service online, one of which is Gojek. However, there are more and more competitors in transportation servicesonline Others that are superior in terms of service make many customers less satisfied and switch to transportation servicesonline another. This research aims to determine the effect service quality, promotion andlevel of loyality tocustomer satisfaction. Influence service quality, promotion andlevel of loyality will be analyzed partially and simultaneously against customer satisfaction on transportation services online Gojek in Medan City. The form of research used is quantitative with an associative approach. The population in this research is the Gojek customer community in the city of Medan, with a sample of 96 respondents, using techniques purposive sampling. Primary data was obtained through distributing questionnaires directly and secondary data was obtained through literature study. The analytical methods used are validity, reliability, classical assumptions, multiple linear regression, partial tests, simultaneous tests and determination tests which are processed through Software SPSS. The results of this study show that variables Service Quality (X1) has a significant effect on Customer Satisfaction. Next for variables Promotion (X2) has a significant effect on Customer Satisfaction. As well as variables Level Of Loyality (X3) does not have a significant effect on Customer Satisfaction. The coefficient of determination test shows that there is a close relationship between service quality, promotion and level of loyality with an R value of 0.521. Based on value Adjust R Square it is also known that variables service quality, promotion and level of loyality contributed 27.2% to the variable Customer Satisfaction while the remaining 72.8% is influenced by factors outside this research model.