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

Authors

  • Ima Hilmawati Fakultas Ekonomi dan Bisnis Universitas Islam Bandung
  • Septiana Estri M

DOI:

https://doi.org/10.29313/jrmb.v2i1.855

Keywords:

Kualitas Layanan Elektronik, Promosi Penjualan, Loyalitas Pelanggan

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.

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Published

2022-07-11