PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN TRANSPORTASI ONLINE X PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

SABILAH, MOCHAMAD ILHAM (2020) PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN TRANSPORTASI ONLINE X PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

MOCHAMAD ILHAM SABILAH, The Influence of Service Quality, Brand Image and Customer Satisfaction on Customer Loyalty of Online Transportation X in Student’s of Universitas Negeri Jakarta. The purpose of this study was to study the interaction of each variable of service quality, brand image and customer satisfaction on customer loyalty in online transportation at Jakarta State University students. This research was conducted at Jakarta State University, for 6 months from January to July 2020. The research method used was a survey method using correlational, which was used by all students of Jakarta State University. The sampling technique used was Purposive Sampling with 151 people. The resulting regression equation is Ŷ = 20.407 + 0.296 X1 + 0.295 X2 + 0.543 X3. Test requirements analysis is the normality of the estimated Y regression error over X1 with the Lilliefors test with a significance level (α) = 5% or 0.05 resulting in Lcount = 0.0643 and 0.072 Ltable. The estimated Y regression error for X2 is Lcount = 0.0629 and Ltable 0.072. Y estimated regression error for X3 is Lcount = 0.0605 and Ltable 0.072. Because Lcount <Ltable, the estimated error is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, Y for X2 and Y for X3 produces a significance value in Linearity, which is 0,000 <0.05, so it can prove to have a linear increase. Next, a t test was carried out and yielded Y over X1 count = 2,619 and ttable = 1,97623, Y over X2 count = 2,611 and ttable = 1,97623 and Y over X3 count = 4,015 and ttable = 1,97623. The value of the coefficient of consideration between the variable service quality (X1) to customer loyalty (Y) of 0.415, the value of the assessment coefficient between brand image variables (X2) to customer loyalty (Y) of 0.421 and the value of the relationship coefficient between customer satisfaction variables (X3) of loyalty customer (Y) of 0.561. Thus, there is a positive and significant effect between service quality on customer loyalty, also a positive and significant influence between brand image on customer loyalty, and a positive and significant effect between customer satisfaction on customer loyalty. Thus, it can be concluded that there is a positive and significant relationship between service quality, brand image and customer satisfaction on customer loyalty. The coefficient of determination of Y over X1 was obtained at 0.246 which shows that 24.6% of the customer loyalty variable was determined by the quality of service. Meanwhile, the remaining 75.4% is governed by other factors. Furthermore, the coefficient of determination of Y over X2 obtained by 0.245 which shows 24.5% of customer loyalty variables are determined by brand image. Meanwhile, the remaining 75.5% is governed by other factors. And the coefficient of determination of Y over X3 obtained by 0.330 which shows 33% of customer loyalty variables are determined by customer satisfaction. Meanwhile, the remaining 67% is determined by other factors. Keyword: Customer Loyalty, Service Quality, Brand Image, Customer Satisfaction

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