Aditiansyah, Ismawan (2017) PENGARUH KEPERCAYAAN PELANGGAN (CUSTOMER TRUST) DAN RAGAM JASA TERHADAP LOYALITAS PELANGGAN DENGAN KUALITAS PELAYANAN DAN PROMOSI SEBAGAI VARIABEL MODERATING (STUDI KASUS PADA KONSUMEN JASA GO-JEK KOTA SEMARANG). Masters thesis, Fakultas Ekonomi UNISSULA.
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Abstract
In the current global era of transportation is an important part of human
life needs to support their daily activities. It is necessary for the transport that is
fast, safe and comfortable, but still the poor quality of public transportation in
almost all major cities in Indonesia makes people look for alternative
transportation. With the presence of several transportation servicesproviders
based online applications, making consumers more freedom to make choices, it
also makes the transportation service providers based online applications to
compete the race in attracting customers, it is forcing them to continue to
innovate in order to not be left behind by customers. A company oftransportation
servicesproviders based online applicationsneeds to know how to retain existing
customers so loyal to them.
This study aims to develop a model to increase customer loyalty through
increased customer trust and variety of service, through quality of services and
promotion as a moderating variable in transportation servicesbased on
onlineapplication Go-jek.
In this study, the populations are all consumers of Go-jek in Semarang
City. The sample in this study is that consumers on the campus and on the
company employees. The size of the sample used in this study was 100
respondents. The method used in the selection of the sample used is purposive
sampling and the sampling technique used was proportional sampling. While the
analytical techniques used in this study uses the concept of Structural Equation
Modeling (SEM) programs Partial Least Square (PLS).
These results indicate that customer trust is a significant positive effect
on customer loyalty, as well as servicesvariety is significant positive effect on
customer loyalty.Customer trust is moderated by service quality is a significant
positive effect on customer loyalty, customer trust are moderated by the
promotion also significant positive effect on customer
loyalty.Furthermoreservicesvariety that are moderated by the servicequality are
significant positive effect on customer loyalty, but the promotion can’t moderate
(strengthen) the effect of servicesvariety to customer loyalty.
Keywords: Customer Trust, Service Variety, Service Quality, Promotion,
Customer Loyality, Go-jek
| Dosen Pembimbing: | UNSPECIFIED | UNSPECIFIED |
|---|---|
| Item Type: | Thesis (Masters) |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Pascasarjana Pascasarjana > Magister Manajemen |
| Depositing User: | Pustakawan 1 UNISSULA |
| Date Deposited: | 24 Nov 2017 03:15 |
| Last Modified: | 24 Nov 2017 03:15 |
| URI: | https://repository.unissula.ac.id/id/eprint/8415 |
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