PENGARUH MOBILE SERVICE QUALITY (M-S-QUAL) TERHADAP CUSTOMER SATISFACTION PENGGUNA APLIKASI M-TIX (GENERASI Z DI DKI JAKARTA)

    Sinta Fitria, - (2023) PENGARUH MOBILE SERVICE QUALITY (M-S-QUAL) TERHADAP CUSTOMER SATISFACTION PENGGUNA APLIKASI M-TIX (GENERASI Z DI DKI JAKARTA). S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Kemajuan teknologi dan internet kian berdampak terhadap perubahan perilaku konsumen. Perilaku konsumen sangat penting dalam pemasaran agar perusahaan mengetahui produk atau layanan apa yang dibutuhkan pelanggan. Inovasi produk dan layanan yang serba digital menjadi salah satu kebutuhan pelanggan saat ini karena mempermudah dalam melakukan pembelian atau transaksi. Salah satu inovasi yang ada adalah aplikasi M-Tix. Aplikasi ini adalah mobile ticketing yang menawarkan pembelian tiket film bioskop dan makanan serta minuman. Aplikasi ini akan membuat pelanggan lebih efisien dan praktis dalam melakukan pembayaran jika kualitas dari layanan sudah baik dan sesuai harapan pelanggan. Kualitas dari layanan digital penting agar memberikan kepuasan kepada pelanggan. Kepuasan pelanggan akan berdampak bagi loyalitas pelanggan dan profitabilitas perusahaan, di mana hal ini menjadi tujuan dari setiap perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan pengambilan sampel nonprobability sampling dan pemilihan sampel diambil dengan kriteria khusus. Sebanyak 219 responden dapat terkumpul sesuai kriteria yaitu pernah melakukan transaksi pada aplikasi M-Tix, Generasi Z, dan berdomisili di DKI Jakarta. Penelitian ini terdiri dari analisis deskriptif dan analisis hipotesis dengan menggunakan software SmartPLS 3.2.9. Hasil penelitian ini adalah mobile service quality secara dominan mempengaruhi customer satisfaction. Faktor efficiency, system availability, content, fulfillment, contact, dan billing berpengaruh positif dan signifikan sedangkan privacy dan responsiveness berpengaruh positif dan tidak signifikan, serta compensation berpengaruh negatif and tidak signifikan. Advances in technology and the internet are increasingly impacting changes in customer behavior. Customer behavior is very important in marketing so that companies know what products or services customers need. All-digital product and service innovation is one of the needs of today's customers because it makes it easier to make purchases or transactions. One of the existing innovations is the M-Tix application. This application is a mobile ticketing system that offers the purchase of cinema movie tickets, food, and drinks. This application will make customers more efficient and practical in making payments if the quality of service is good and according to customer expectations. The quality of digital services is important in order to provide satisfaction to customers. Customer satisfaction will have an impact on customer loyalty and company profitability, which is the goal of every company. This research uses a quantitative approach with nonprobability sampling, and sample selection is taken with specific criteria. A total of 219 respondents can be collected according to the criteria, namely having made transactions on the M-Tix application, including generation Z, and domiciled in DKI Jakarta. This research consists of descriptive analysis and hypothesis analysis using SmartPLS 3.2.9 software. The results of this study show that mobile service quality dominates customer satisfaction. Efficiency, system availability, content, fulfillment, contact, and billing factors have a positive and significant effect, while privacy and responsiveness have a positive and insignificant effect, and compensation has a negative and insignificant effect.

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    Official URL: http://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing Btari Mariska Purwaamijaya : 6681170 Adi Prehanto : 6745739
    Uncontrolled Keywords: Kualitas Layanan Seluler, Kepuasan Pelanggan, M-Tix, Perilaku Konsumen, Mobile Service Quality, Customer Satisfaction, Customer Behaviour
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: Sinta Fitria
    Date Deposited: 27 Sep 2023 03:11
    Last Modified: 27 Sep 2023 03:11
    URI: http://repository.upi.edu/id/eprint/108290

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