Abstract
The aim of this research is to know the effect of service quality and price perceptions on customer satisfaction and loyalty on Gojek passengers in Denpasar. Data collecting method used survey questionnaire as a data collection tool. The number of samples in this study were 120 respondents of transportation service users of Gojek by using purposive sampling technique. This research use path analysis technique with the help of SPSS program. The result of the research shows that all hypotheses are accepted, 1) service quality had positive and significant effect on satisfaction, 2) price perceptions had positive and significant effect on satisfactions, 3) service quality had positive and significant effect on customer loyalty, 4) price perceptions had positive and significant effect on customer loyalty, 5) satisfaction had positive and significant effect on customer loyalty. Keywords: service quality, price perceptions, satisfaction, customer loyalty.
Highlights
The aim of this research is to know the effect of service quality and price perceptions on customer satisfaction and loyalty
The result of the research shows that all hypotheses are accepted
Hal ini berdasarkan hasil penelitian, bahwa kualitas pelayanan paling signifikan berpengaruh terhadap kepuasan dan loyalitas pelanggan dibandingkan variabel persepsi harga
Summary
Hasil olah data pada Tabel 1 menunjukkan bahwa nilai koefisien korelasi dari masing-masing indikator memiliki nilai lebih besar dari 0,3 (r ≥ 0,30), hal ini menunjukkan bahwa semua instrumen penelitian yang digunakan adalah valid. Reliabilitas menunjukkan tingkat konsistensi dan stabilitas data atau temuan. Pada penelitian ini uji reliabilitas menggunakan nilai cronbach’s alpha dengan taraf α diatas 0,6 (cronbach’s alpha ≥ 0,6). Hasil uji reliabilitas dari variabel-variabel yang diuji dapat dilihat pada Tabel 2. Tabel 2 menunjukkan bahwa seluruh variabel dalam penelitian ini telah memenuhi syarat reliabilitas. Hal ini ditunjukan dengan nilai cronbach’s alpha untuk setiap variabel lebih besar dari 0,60. Pengujian hipotesis dalam penelitian ini menggunakan teknik analisis jalur (path analysis), hasil analisis jalur dapat disajikan secara rici sebagai berikut: Model 1 (Constant)
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