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Abstract
The use of technology in these services has significantly become an important part of people's daily lives. The ease of using ride-hailing services makes the adoption of this service easier to accept and use. The purpose of this study was to investigate the factors influencing customer satisfaction in using online-based ride-hailing services in the sharing economy of business platforms in Indonesia. This study empirically analyzed variable data using non-probability sampling techniques on a questionnaire to 500 sample data from respondents who have used online-based four-wheeled car transportation with a frequency of more than five times a year. The linear regression analysis model is used to examine the effect of 7 variables affecting Indonesia's customer satisfaction. Based on the results, four variables significantly influenced customer satisfaction: tangibility, reliability, responsiveness, and information and communication technology (ICT). The variable that affected but was not significant (marginally significant) was the price, and two variables that did not affect customer satisfaction were assurance and empathy. Thus, ride-hailing service providers need to maintain service quality standards to ensure customer satisfaction. This research is also useful for ride-hailing services to maintain fairness in prices, pay attention to the ease of use of information and communication technology, and maintain customer satisfaction to increase competitive advantage over competitors. Keywords: customer satisfaction, ICT, price, Ride hailing, service quality
Highlights
*) Magister Manajemen, Program Stratejik Manajemen, Universitas Prasetiya Mulya Jl
The linear regression analysis model is used to examine the effect of 7 variables affecting Indonesia's customer satisfaction
This research is useful for ride-hailing services to maintain fairness in prices, pay attention to the ease of use of information and communication technology, and maintain customer satisfaction to increase competitive advantage over competitors
Summary
Penelitian ini menggunakan metode kuantitatif, yang memiliki karakteristik sebagai berikut: (1) mempelajari pengaruh antar variabel, yang diukur secara numerik dan dianalisis menggunakan teknik statistik; (2) menggunakan teknik pengumpulan data tunggal seperti kuesioner (Saunders et al 2009). Apabila nilai Signifikansi lebih kecil dari 0,05 maka independen variabel tersebut diartikan mempunyai pengaruh yang signifikan terhadap dependen variabelnya (Burns dan Burns, 2008; Saunders et al 2009).Beberapa hipotesis telah ditentukan untuk melihat pengaruh dari masing – masing variabel bebas terhadap customer satisfaction pada industri ride hailing berbasis online di Indonesia adalah sebagai berikut: H1: Ada pengaruh signifikan antara tangibility dengan customer satisfaction pada ride hailing berbasis online di Indonesia. Pengaruh antara 1 dependen variabel customer satisfaction dengan 7 faktor independen lainnya dalam penelitian ini adalah sebagai berikut: Hasil pengukuran Standardized Coefficients Beta menunjukkan variabel yang memengaruhi langsung tingkat customer satisfaction adalah 5 varibel (tangibility 0,168, reliability 0,393, responsiveness 0,180, price 0,071 dan ICT 0,191), sementara variabel assurance dan empathy tidak memengaruhi customer satisfaction. Nilai signifikansi (P-Value) untuk variabel tangibility, reliability, responsiveness, ICT sebesar masing –masing 0,000, 0,000, 0,001 dan 0,000, artinya dalam penelitian ini secara empiris memengaruhi customer satisfaction secara signifikan. Pengguna layanan ride hailing secara online hanya melihat harga layanan wajar apabila harga yang ditawarkan lebih murah dari kompetitor lain, relatif wajar dibandingkan harga layanan sebelumnya, dan apabila perusahaan penyedia ride hailing online tidak mengambil banyak keuntungan dari transaksi layanan seperti dalam penelitian (Hamenda, 2018; Martín-Ruiz dan Rondán-Cataluña, 2008; Martin et al 2009)
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