GHOZALI, MAYLIA AFRIZAH (2021) PENGARUH KUALITAS LAYANAN DAN REPUTASI APLIKASI KAI ACCESS TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PT. KERETA API INDONESIA (PERSERO). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study was conducted to determine the effect of service quality and reputation of the KAI Access application on customer satisfaction and loyalty of PT. Kereta Api Indonesia (Persero). This type of research is causal with a quantitative approach. This research uses Social Exchange Theory. Social exchange theory is based on the idea that people view their relationships in an economic context according to Thibaut & Kelley (2017). They calculate the sacrifices and compare them to the rewards gained by continuing the relationship. The sample in this study was 400 respondents who were taken by probability sampling method with initial testing using 100 respondents to test whether the questionnaire was valid or not distributed to users. The data analysis technique in this study used multiple linear analysis with simultaneous regression test (f test) and partial regression test (t test). The data calculation process is assisted by the IBM SPSS 25 application program. The test results show a linear equation of indirect effect between service quality and reputation variables (X) → customer satisfaction (Y1) → customer loyalty (Y2) of 0.213. And obtained an Error value (e) of 0.503, Fcount of 43,347 and Ftable of 3,040 with a significance level of 0.000 and if the significance is less than 0.05, then Fcount > Ftable (43.347 > 3.040) then H0 is rejected and Ha is accepted, meaning that there is an influence between service quality variable, reputation on customer loyalty through customer satisfaction PT. Kereta Api Indonesia (Persero) partially. Keywords: Customer Loyalty, Customer Satisfaction, Reputation, Service Quality Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh kualitas layanan dan reputasi aplikasi KAI Access terhadap kepuasan dan loyalitas pelanggan PT. Kereta Api Indonesia (Persero). Jenis penelitian ini adalah kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan Teori Pertukaran Sosial (Social Exchange Theory). Teori pertukaran sosial didasarkan pada ide bahwa orang memandang hubungan mereka dalam konteks ekonomi menurut Thibaut & Kelley (2017). Mereka menghitung pengorbanan dan membandingkannya dengan penghargaan yang didapatkan dengan meneruskan hubungan itu. Sampel dalam penelitian ini sebanyak 400 responden yang diambil dengan metode probability sampling dengan pengujian awal mengunakan 100 responden untuk menguji valid atau tidaknya kuesioner yang disebarkan kepada pengguna. Teknik analisis data dalam penelitian ini menggunakan analisis linier berganda dengan uji regresi serempak (uji f) dan uji regresi parsial (uji t). Proses perhitungan data dibantu dengan program aplikasi IBM SPSS 25. Dari hasil pengujian menunjukkan persamaan linier pengaruh tidak langsung antara variabel kualitas layanan dan reputasi (X) → kepuasan pelanggan (Y1) → loyalitas pelanggan (Y2) sebesar 0,213. Serta diperoleh nilai Error (e) sebesar 0,503, Fhitung sebesar 43,347 dan Ftabel sebesar 3.040 dengan tingkat signifikansi sebesar 0,000 dan jika signifikansinya kurang dari 0,05, maka Fhitung > Ftabel (43,347 > 3,040) maka H0 ditolak dan Ha diterima artinya ada pengaruh antara variabel kualitas layanan, reputasi terhadap loyalitas pelanggan melalui kepuasan pelanggan PT. Kereta Api Indonesia (Persero) secara parsial. Kata Kunci : kualitas layanan, reputasi, loyalitas pelanggan, kepuasan pelanggan
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