SIHALOHO, SANDRO (2024) PENGARUH KEMUDAHAN PENGGUNAAN, METODE PEMBAYARAN, PROMOSI, DAN HARGA TERHADAP KEPUASAN PELANGGAN GORIDE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of ease of use, payment methods, promotions and prices on Goride customer satisfaction in the DKI Jakarta area. The population used in this study are Mercu Buana University students who have used the Gojek application, especially Goride online transportation services. The sample in this study were 140 respondents, calculated using the Hair formula. The sampling technique used purposive sampling, using a quantitative descriptive approach. The data analysis method used is the PLS (Partial Least Square) technique through the SmartPLS version 4.0 statistical software, with a questionnaire research instrument. The results of this study are Ease of Use has a positive and significant effect on Customer Satisfaction, Payment Method has no significant effect on Customer Satisfaction, Promotion has no significant effect on Customer Satisfaction, and Price has a positive and significant effect on Customer Satisfaction. Keywords: Ease of Use, Payment Method, Promotion, Price, Customer Satisfaction Penelitian ini bertujuan untuk menganalisis pengaruh kemudahan penggunaan, metode pembayaran, promosi dan harga terhadap kepuasan pelanggan Goride di daerah DKI Jakarta. Populasi yang digunakan dalam penelitian ini adalah mahasiswa universitas mercu buana yang sudah pernah menggunakan aplikasi Gojek khususnya layanan transportasi online goride. Sampel pada penelitian ini sebanyak 140 responden, dihitung menggunakan rumus Hair. Teknik pengambilan sampel menggunakan purposive sampling, dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan adalah ivnstru PLS (Partial Least Square) melalui software instrumen SmartPLS versi 4.0, dengan instrument penelitian kuesioner. Hasil dari penelitian ini yaitu Kemudahan Penggunaan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, Metode Pembayaran tidak berpengaruh secara signifikan terhadap Kepuasan Pelanggan, Promosi tidak berpengaruh secara signifikan terhadap Kepuasan Pelanggan, dan Harga berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Kata Kunci: Kemudahan Penggunaan, Metode Pembayaran, Promosi, Harga, Kepuasan Pelanggan
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 077 |
| Call Number: | SE/31/24/070 |
| NIM/NIDN Creators: | 43120010341 |
| Uncontrolled Keywords: | Kemudahan Penggunaan, Metode Pembayaran, Promosi, Harga, Kepuasan Pelanggan |
| Subjects: | 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 > 069.62 Regulations for Patrons/Peraturan untuk Pelanggan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 30 Mar 2024 03:39 |
| Last Modified: | 30 Mar 2024 03:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87713 |
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