Pengaruh E-service Quality dan Sales Promotion terhadap Customer Loyalty pada Transportasi Online

Abstract

Abstract. This study aims to determine the effect of E-Service Quality and Sales Promotion on Customer Loyalty on the use of the Gojek Application in the Goride category partially and simultaneously. The research method used is a survey method. The type of research used is quantitative. The sampling technique used is non-probability sampling purposive sampling technique. The sample in this study were 100 respondents who had used the Gojek application service in the Goride category. The data collection technique used is a questionnaire. The data analysis method used is multiple linear regression analysis to determine the direction of the relationship between the independent variable and the dependent variable. The results of this study state that the E-Service Quality variable partially has a significant effect on Customer Loyalty, Sales Promotion partially has a significant effect on Customer Loyalty, E-Service Quality and Sales Promotion simultaneously have a significant effect on the Customer Loyalty variable.
 Abstrak. Penelitian ini bertujuan untuk mengetahui besar pengaruh E-Service Quality dan Sales Promotion terhadap Customer Loyalty pada penggunan Aplikasi Gojek kategori Goride secara parsial dan simultan. Metode penelitian yang digunakan adalah metode survey. Jenis penelitian yang digunakan bersifat kuantitatif. Teknik pengambilan sampel yang dilakukan yaitu teknik nonprobability sampling purposive sampling. Sampel dalam penelitian ini adalah 100 orang responden yang pernah menggunakan layanan aplikasi Gojek kategori Goride. Teknik pengumpulan data yang digunakan adalah Kuesioner. Metode analisis data yang digunakan adalah analisis regresi linier berganda untuk mengetahui arah hubungan antara variabel independen dengan variabel dependent. Hasil penelitian ini menyatakan bahwa variabel E-Service Quality secara parsial berpengaruh signifikan terhadap Customer Loyalty, Sales Promotion secara parsial berpengaruh signifikan terhadap Customer Loyalty, E-Service Quality dan Sales Promotion secara simultan berpengaruh signifikan pada variabel Loyalitas Pelanggan.

Pengaruh citra merek, e-service quality, dan kepercayaan pelanggan terhadap loyalitas pengguna marketplace shopee di Politeknik cendana

“…Kajian terdahulu yang dilakukan oleh (Hilmawati & M, 2022) yang berjudul "Pengaruh e-service quality dan sales promotion terhadap costomer loyalty pada transportasi online". Hasil penelitian membuktikan bahwa terdapat pengaruh yang signifikan antara e-service quality dengan customer loyalty dengan t-hitung (2,308 > 1,984) dengan probabilitas (0,023 < 0,05).…”

The Effect of Sales Promotions and Tariffs on Consumer Loyalty (Case Study of Grab Companies in Bandung City)

“…Relationship between Sales Promotion (X1) to Customer Loyalty (Y) Previously, research had been conducted on testing the sales promotion variable (as variable X1) on the customer loyalty variable (as variable Y), in research conducted by Hilmawati, I. (2022) which proved that partially sales promotion had a significant positive effect on customer loyalty.…”