PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN START-UP TRANSPORTASI ONLINE (Studi Pada Start-Up Maxim di Kota Tasikmalaya)

Fahzy Nuansyah Ilham, - (2023) PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN START-UP TRANSPORTASI ONLINE (Studi Pada Start-Up Maxim di Kota Tasikmalaya). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Terwujudnya loyalitas pelanggan merupakan impian setiap perusahaan tak terkecuali perusahaan start-up transportasi online, dengan terbentuknya loyalitas pelanggan perusahaan akan mampu menghasilkan keuntungan secara konsisten. Para ahli sepakat bahwa harga dan kualitas pelayanan merupakan dua faktor yang mampu membentuk dan mempertahankan ikatan loyalitas pelanggan. Akan tetapi, dengan adanya persaingan yang ketat dari para kompetitor hal tersebut bukanlah hal yang mudah. Penelitian ini menggunakan metode analisis deskriptif kuantitatif, data yang pergunakan diperoleh dari penyebaran kuesioner menggunakan data diperoleh dari penyebaran kuesioner menggunakan metode non-probability sampling dengan purposive sampling dan sampel yang digunakan pada penelitian ini berjumlah 132 sampel. Data yang didapat diolah menggunakan teknik analisis regresi linier berganda. Hasil penelitian ini meliputi (1) Analisis SPSS menunjukkan bahwa harga memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan start-up transportasi online Maxim, dengan nilai uji parsial 2.286 dan probabilitas signifikansi 0.024, maka H1 diterima dan H0 ditolak. (2) Kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan start-up transportasi online Maxim berdasarkan hasil analisis menggunakan SPSS 27, dengan nilai t sebesar 5.456 dan probabilitas signifikansi <0.001, maka H2 diterima dan H0 ditolak, (3) Harga dan kualitas pelayanan secara simultan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan start-up transportasi online Maxim, yang didukung dengan hasil uji F dengan nilai uji simultan sebesar 26.742 <0.001. The realization of customer loyalty is the dream of every company, including online transportation start-ups. With the establishment of customer loyalty, companies will be able to consistently generate profits. Experts agree that price and service quality are two factors that can shape and maintain customer loyalty. However, with intense competition from competitors, this is not an easy task. This study uses a quantitative descriptive analysis method, and the data used were obtained through the distribution of questionnaires using nonprobability sampling with purposive sampling. The sample size for this study was 132 samples. The data obtained were analyzeddusing multiple linear regression analysis techniques. The results of this study include: (1) SPSS analysis shows that price has a positivedand significant influence on customer loyalty to the Maxim online transportation start-up, with a partial test value of 2.286 and a significance probability of 0.024, thus H1 is accepted and H0 is rejected. (2) Service quality has a positivedand significant influence9on customer loyalty to the Maxim online transportation start-up based on the analysis using SPSS 27, with a t value of 5.456 and a significance probability <0.001, thus H2 is accepted and H0 is rejected. (3) Price and service quality simultaneously have a positive3and significant influence on customer loyalty to the Maxim online transportation start-up, supported by the results of the F test with a simultaneous test value of 26.742 <0.001.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Adam Hermawan : 6681172 Yogi Prasetyo : 6745790
Uncontrolled Keywords: Harga, Kualitas pelayanan, Loyalitas pelanggan, Start-up transportasi online
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Fahzy Nuansyah Ilham
Date Deposited: 17 Nov 2023 07:18
Last Modified: 17 Nov 2023 07:18
URI: http://repository.upi.edu/id/eprint/113025

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