THORIQ, FAJAR (2019) PENGARUH BRAND AWARENESS, SERVICE QUALITY DAN KELENGKAPAN PRODUK TERHADAP KEPUASAN PELANGGAN PADA PT GOJEK INDONESIA DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to examine and influence (1) the effect of Perception of Brand Awareness on Customer Satisfaction in Gojek Indonesia Ojek Online users in Tangerang City. (2) Effect of Service Quality Perception on Customer Satisfaction in Gojek Indonesia Ojek Online users in Tangerang City. (3) Product Completeness of Customer Satisfaction in Gojek Indonesia Ojek Online users in Tangerang City.Data collection was carried out through the distribution of questionnaires and carried out on 140 users of Gojek Indonesia Ojek Online in Tangerang City. Sampling technique using Convenience Sampling. Data analysis in this study uses the help of Variance Based Structural Equation Modeling where data processing uses Partial Least Square (PLS) version 3.0.The results of the analysis show that Brand Awareness Perception has a positive and significant effect on Customer Satisfaction. Service Quality has a positive and significant effect on Customer Satisfaction. Product Completeness has a positive and significant effect on Customer Satisfaction. Keywords: Brand Awareness, Service Quality, Product Completeness and Customer Satisfaction Penelitian ini bertujuan untuk menguji dan menganalisa (1) pengaruh Brand Awareness Terhadap Kepuasan Pelanggan pada pengguna Ojek Online Gojek Indonesia di Kota Tangerang. (2) Pengaruh Service Quality Terhadap Kepuasan Pelanggan pada pengguna Ojek Online Gojek Indonesia di Kota Tangerang. (3) Kelengkapan Produk Terhadap Kepuasan Pelanggan pada pengguna Ojek Online Gojek Indonesia di Kota Tangerang. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dilaksanakan pada 140 pada pengguna Ojek Online Gojek Indonesia di Kota Tangerang. Teknik penarikan sampel dengan menggunakan Convenience Sampling. Analisis data pada penelitian ini menggunakan bantuan Variance Based Structural Equation Modeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Hasil analisa menunjukkan bahwa Persepsi Brand Awareness berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan.Service Quality berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan.Kelengkapan Produk berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Kata Kunci : Brand Awareness, Service Quality, Kelengkapan Produk Dan Kepuasan Pelanggan
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 730 |
| NIM/NIDN Creators: | 43113110303 |
| Uncontrolled Keywords: | Brand Awareness, Service Quality, Kelengkapan Produk Dan Kepuasan Pelanggan |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 08 Jun 2022 04:42 |
| Last Modified: | 08 Jun 2022 04:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62883 |
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