PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN HARGA TERHADAP KEPUASAN PELANGGAN BERBASIS ONLINE GRAB (Studi pada Mahasiswa layanan Grab di Universitas Mercu Buana)

PRASTYO, INDRA TEGUH (2020) PENGARUH PERSEPSI KEMUDAHAN PENGGUNAAN DAN HARGA TERHADAP KEPUASAN PELANGGAN BERBASIS ONLINE GRAB (Studi pada Mahasiswa layanan Grab di Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the Effect of Perceived Ease of Use and Price on Online Grab Based Customer Satisfaction (Study of Grab service students at Mercu Buana University) ". The population in this study were all students of Mercu Buana Meruya University, Jakarta. The sample used was 140 respondents based on the formula of the number of indicators multiplied by five. The sampling method uses the Purposive Sampling method. Data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses Structural Equation Modeling (SEM). This study proves that the perceived ease of use variable has a significant positive effect on customer satisfaction. Price has a significant negative effect on customer satisfaction. Keywords: Perceived Ease of Use, Price and Customer Satisfaction. Penelitian ini bertujuan untuk menganalisis Pengaruh Persepsi Kemudahan Penggunaan dan Harga Terhadap Kepuasan Pelanggan Berbasis Online Grab (Studi pada Mahasiswa layanan Grab di Universitas Mercu Buana)”. Populasi dalam penelitian ini adalah seluruh mahasiswa/i Universitas Mercu Buana Meruya Jakarta. Sampel yang dipergunakan adalah sebanyak 140 responden berdasarkan rumus jumlah indikator yang dikalikan lima. Metode penarikan sampel menggunakan metode Purposive Sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Structural Equation Modelling (SEM). Penelitian ini membuktikan bahwa variabel persepsi kemudahan penggunaan berpengaruh positif signifikan terhadap kepuasan pelanggan. Harga berpengaruh secara negatif signifikan terhadap kepuasan pelanggan. Kata Kunci : Persepsi Kemudahan Penggunaan, Harga dan Kepuasan Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 599
NIM: 43115010248
Uncontrolled Keywords: Persepsi Kemudahan Penggunaan, Harga dan Kepuasan Pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 09 Jan 2020 08:20
Last Modified: 10 Jan 2020 03:11
URI: http://repository.mercubuana.ac.id/id/eprint/53406

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