RUDYANSYAH, RUDYANSYAH (2022) ANALISIS PENGARUH KUALITAS PELAYANAN, HARGA DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN GO-FOOD DI JAKARTA (Studi Pada Konsumen Go-Food di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of service quality, price and satisfaction on Go-Food customer loyalty in Jakarta. The research data is primary data obtained from processing questionnaires filled out by consumers who use Go-Food in Jakarta. The number of samples used in this study amounted to 120 respondents. The sampling technique uses non-probability sampling. By using a quantitative descriptive approach. The data analysis method used was the statistical software SPSS (Statistical Program for Social Science). The results also show that the variable service quality has a positive and significant effect on customer loyalty, price has a significant positive effect on customer loyalty, and satisfaction has a positive and significant effect on customer loyalty for Go-food in Jakarta. The quality of service provided by Go-Food is in a good category so that customers become loyal, the prices set by Go-Food to customers are in the affordable category so that customers remain loyal, and the satisfaction received by customers is already in the high category which makes customers loyal to Go-Food. Keywords: Service Quality, Price, Customer Satisfaction, Customer Loyalty Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Pelayanan, Harga dan Kepuasan terhadap Loyalitas Pelanggan Go-food di Jakarta. Data penelitian ini merupakan data primer yang didapat dari pengolahan kuisioner yang diisi oleh konsumen yang menggunakan Go-Food di Jakarta. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 120 responden. Teknik pengambilan sampel menggunakan non probability sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dengan software statistic SPSS (Statistical Program for Social Science). Hasil penelitian juga menunjukkan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, Harga berpengaruh positif signifikan terhadap loyalitas pelanggan, dan Kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Go-Food di Jakarta. Kualitas Pelayanan yang diberikan GoFood sudah pada kategori yang baik sehingga pelanggan menjadi loyal, harga yang ditetapkan Go-Food kepada pelanggan dalam kategori terjangkau sehingga pelanggan tetap loyal, dan kepuasaan yang diterima pelanggan sudah dalam kategori tinggi yang membuat pelanggan menjadi loyal terhadap Go- Food. Kata Kunci: Kualitas Pelayanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan.
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