HUBUNGAN KUALITAS LAYANAN DAN HAPPINESS TERHADAP LOYALITAS PELANGGAN PENGGUNA TRANSPORTASI DARING

PUTRI, AZZAHRA INDAH (2017) HUBUNGAN KUALITAS LAYANAN DAN HAPPINESS TERHADAP LOYALITAS PELANGGAN PENGGUNA TRANSPORTASI DARING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Kemajuan alat komunikasi digital, telah mendorong perusahaan untuk mengubah cara berkomunikasi suatu jasa. Startegi yang digunakan mengacu pada sebuah smarthphone. Tujuan dari penelitian ini yaitu untuk mengetahui hubungan kualitas layanan dan happiness terhadap loyalitas pelanggan pengguna transportasi daring. Pendekatan penelitian yang digunakan yaitu penelitian kombinasi kuantitatif-kualitatif. Data yang dikumpulkan sebanyak 384 orang dengan teknik purposive sampling. Structural Equation Modeling (SEM) digunakan untuk menunjukkan dampak dari setiap variabel terhadap loyalitas pelanggan. Hasil penelitian menunjukkan bahwa kualitas layanan memberikan hubungan sebesar 0,373 dan happiness memberikan hubungan sebesar 0,310 terhadap loyalitas pelanggan. Hasil R square sebesar 0,271, memperlihatkan bahwa kualitas layanan dan happiness memberikan hubungan sebesar 2,71% terhadap loyalitas pelanggan. Karena itu, berdasarkan temuan, kualitas layanan dan happiness dianggap menjadi anteseden dari loyalitas pelanggan.The advancement of digital communication tools, has encouraged businesses to change the way of communicating the service. Strategy used is based on a smartphone. The purpose of this study is to investigate the effect of service quality and happiness on customer loyalty transport users online. The research approaches used are combination quantitative-qualitative approach. The data from 384 subjects were collected with purposive sampling. Structural Equation Modelingwas employed to show the impact of each variable on customer loyalty. The result shows that service quality give an effect as much 0,373 and 0,310 from happiness to customer loyalty. The result of R square of 0,271, shows that 2,71% of the customer loyalty is affected by service quality and happiness. Consequently, based on findings, service quality and happiness are considered tobe antecedents of customer loyalty.

Item Type: Thesis (S1)
Call Number CD: FP/PSI. 17 037
NIM/NIDN Creators: 46113010017
Uncontrolled Keywords: Kualitas Layanan, Happiness, Loyalitas Pelanggan
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.4 Emotions and Feeling/Emosi dan Perasaan > 152.42 Pleasure, Enjoyment, Happiness, Joy, Ecstasy/Kesenangan, Kenikmatan, Kebahagiaan, Sukacita, Ekstasi
200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Admin Perpus UMB
Date Deposited: 28 Feb 2017 12:34
Last Modified: 27 Mar 2024 07:55
URI: http://repository.mercubuana.ac.id/id/eprint/32999

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