Analisis Pengaruh Kualitas Layanan dan Brand Equity terhadap Kepuasan Pelanggan Pada Layanan Jasa Transportasi Online Go-Jek
(Studi pada Masyarakat Wilayah Srengseng Sawah)
Abstract
pernah menggunakan Gojek dan dianalisis dengan Software SPSS versi 28. Hasil penelitian menunjukkan sebagai berikut: (1) Kualitas layanan berpengaruh signifikan terhadap kepuasan pelanggan menggunakan aplikasi Gojek. Hal ini ditunjukkan dengan nilai probabilitas < 0,05; (2) Variabel brand equity berpengaruh signifikan terhadap kepuasan pelanggan menggunakan aplikasi Gojek. Hal ini ditunjukkan dengan nilai probabilitas < 0,05; (3) secara simultan variabel kualitas layanan dan variabel brand equity berpengaruh signifikan terhadap kepuasan pelanggan menggunakan aplikasi Gojek. Hal tersebut ditunjukkan dengan uji Fhitung > Ftabel (74.680 > 3.27) dan tanda 0,001 < 0,05; (4) Kepuasan pelanggan dipengaruhi oleh variabel kualitas layanan dan variabel brand equity sebesar 81% sedangkan sisanya dipengaruhi oleh faktor-faktor lainnya.
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