Membangun Kepuasan Dan Loyalitas Mahasiswa Pengguna Ojek Online Di Kota Tangerang
DOI:
https://doi.org/10.33506/sl.v9i1.762Keywords:
kualitas pelayanan, kepuasan konsumen, loyalitas pelanggan.Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas jasa terhadap kepuasan dan loyalitas mahasiswa pengguna ojek online. Penelitian ini dilakukan di Kota Tangerang dengan responden adalah mahasiswa pengguna transportasi berbasis aplikasi online difokuskan pada Grab dan Go-Jek mengingat bahwa kedua perusahaan ini paling populer di Kota Tangerang sebanyak 200 orang mahasiswa. Hasil analisa menunjukkan bahwa Bukti Fisik mempunyai pengaruh yang positif dan signifikan terhadap kepuasan mahasiswa pengguna ojek online, hal ini dibuktikan dengan hasil thitung> t tabel ( 3,705 > 1,960) dan nilai Sig sebesar 0,000 ( < 0,05). Keandalan mempunyai pengaruh yang positif dan signifikan terhadap kepuasan mahasiswa pengguna ojek online, hal ini dibuktikan dengan hasil thitung> t tabel ( 11,152 > 1,960) dan nilai Sig sebesar 0,000 ( < 0,05). Ketanggapan mempunyai pengaruh yang positif dan signifikan terhadap kepuasan mahasiswa pengguna ojek online, hal ini dibuktikan dengan hasil thitung> t tabel ( 5,880 > 1,960) dan nilai Sig sebesar 0,000 ( < 0,05). Empati mempunyai pengaruh yang positif dan signifikan terhadap kepuasan mahasiswa pengguna ojek online, hal ini dibuktikan dengan hasil t hitung > t tabel ( 5,649 > 1,960) dan nilai Sig sebesar 0,000 ( < 0,05).  Kepuasan mempunyai pengaruh yang positif dan signifikan terhadap loyalitas mahasiswa pengguna ojek onlin , hal ini dibuktikan dengan hasil thitung> t tabel ( 14,550 > 1,960) dan nilai Sig sebesar 0,000 ( < 0,05). Sehingga kepuasan dan loyalitas Mahasiswa pengguna ojek online di kota Tangerang sangat signifikan.
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