THE EFFECT OF SERVICE QUALITY AND PRICE ON CONSUMER LOYALTY IN USING GO-JEK SERVICES
(A study of Go-Jek application users in Medan City)
##plugins.themes.EpsilonTheme.article.main##
Reynaldy Situmorang*
Ainun Mardhiyah
This study aims to analyze how the influence of service quality and price on consumer loyalty in using Go-Jek services (Study on consumers in Medan City using the Go-Jek application). The effect of the related variables, namely service quality and price, will be carried out partially and simultaneously on increasing consumer loyalty. This research uses quantitative research with an associative approach. Sampling using purposive sampling technique using 100 respondents as the research sample. Primary data in this study was obtained from distributing questionnaires through google form, and secondary data obtained through literature study. The analytical method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis testing. The results showed that the service quality variable (X1) and the price variable (X2) partially had a significant effect on consumer loyalty (Y). Based on the coefficient of determination test, the R2 value is 0.441, which means the influence of service quality and price on consumer loyalty in using Go-Jek services in Medan City is 44.1% while the remaining 54.9% is influenced by other factors beyond this study.
Amstrong, K. (2012). Prinsip-prinsip pemasaran. Erlangga, Jakarta, 12.
Arif, C. (2017). Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dan Loyalitas Transportasi Ojek Online Go-Jek (Studi Kasus Pada Mahasiswa Feb Usu). Skripsi Fakultas Ekonomi Dan Bisnis Universitas Sumatera Utara Medan Dipublikasikan.
Cahya, N., & Maula, K. A. (2021). Faktor-Faktor Yang Mempengaruhi Penawaran Dan Permintaan Bahan Pokok Di Indonesia. Transekonomika: Akuntansi, Bisnis Dan Keuangan, 1(4), 311–320. https://doi.org/https://doi.org/10.55047/transekonomika.v1i4.56
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran)(Pertama). DeePublish. Books. Google. Co. Id/Books.
Hengky, H., Novianto, N., Yulandi, A. P., Puspa, D. A., & Henly, H. (2021). Pengaruh Citra Merek, Kualitas Produk dan Promosi Online Terhadap Keputusan Pelanggan Di Kota Batam Dalam Membeli Skincare Merek Korea. Jurnal Pemasaran Kompetitif, 4(3).
Ibojo, B. O. (2015). Impact of customer satisfaction on customer retention: A case study of a reputable bank in Oyo, Oyo State, Nigeria. International Journal of Managerial Studies and Research (IJMSR), 3(2), 42–53.
Kotler, P. & Keller, K. (2012). Marketing Management, 14th ed., Pearson Education, Upper Saddle River, NJ.
Kotler, Philip, & Amstrong, G. (2014). Principles of Marketin, Jilid 1 Terjemahan Bob Sabran. Jakarta: Erlangga.
Kotler, Philip, Keller, K. L., Manceau, D., & Dubois, B. (2016). Marketing Management, 15e édition. New Jersy: Pearson Education.
Lumongga, A. S. (2018). Pengaruh kualitas pelayanan dan kepuasan terhadap loyalitas pelanggan go-food di gojek online pada mahasiswa/i manajemen fakultas ekonomi dan bisnis universitas sumatera utara.
Lupiyoadi, H. (2014). Manajemen Pemasaran Jasa, Jakarta. Salemba Empat.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa (Praktik dan Teori). Jakarta: PT. Salemba Empat.
Maramis, F. S., Sepang, J. L., & Soegoto, A. S. (2018). Pengaruh Kualitas Produk, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Pt. Air Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(3), 1658–1667. https://doi.org/10.35794/emba.v6i3.20411
Martínez, P., & Del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99.
Novandri, R. A., & Suryana, H. P. (2019). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen (Survey Pada Konsumen Bebeke Om Aris Dipatiukur Bandung. Perpustakaan Fakultas Ekonomi dan Bisnis Unpas.
Paputungan, T., Tamengkel, L. F., & Punuindoong, A. Y. (2022). Pengaruh Nilai Pelanggan dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan PT. Telkom Kotamobagu. Productivity, 3(2), 181–186.
Putro, S. W. (2014). Pengaruh Kualitas Layanan dan Kualitas Produk Terhadap Kepuasan Pelanggan dan Loyalitas Konsumen Restoran Happy Garden. Jurnal Strategi Pemasaran, 2(1), 1–9.
Tjiptono, F. (2014). Strategi Pemasaran Edisi ke dua, penerbit Andi. Yogyakarta.
Zakiah, P. (2017). Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan Serta Dampaknya pada Loyalitas Pengguna Jasa Online GO-JEK di Kota Medan.
