ANTESEDEN DAN KONSEKUENSI KEPUASAN KONSUMEN GO-FOOD (STUDI KASUS DI YOGYAKARTA)
DOI:
https://doi.org/10.24002/modus.v33i2.4670Abstract
ABSTRACT
This study aims to determine the effect of perceived quality and trust variables on consumer satisfaction, also the effect of consumer satisfaction on loyalty for consumers of Go-food services in Yogyakarta. The research method used is purposive sampling with a sample size of 200 people. The respondents are people who used Go-food services in Yogyakarta in the last 3 months (August-October 2020). The data used are primary data using a questionnaire instrument. The analysis technique used is regression using AMOS program. Based on the research results, it is found that perceived quality and trust have positive effects on consumer satisfaction. Then, consumer satisfaction has a positive effect on consumer loyalty.
Keywords: perceived quality; trust; consumer satisfaction; consumer loyalty
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh variabel perceived quality dan kepercayaan (trust) terhadap kepuasan konsumen, serta pengaruh kepuasan konsumen terhadap loyalitas pengguna layanan Go-food pada aplikasi Gojek Indonesia di Yogyakarta. Penelitian ini menggunakan metode pengumpulan sampel purposive sampling dengan jumlah sampel 200 orang. Responden merupakan pengguna layanan Go-food di Yogyakarta dalam 3 bulan terakhir (Agustus-Oktober 2020). Data yang digunakan adalah data primer dengan menggunakan kuesioner. Teknik analisis yang digunakan adalah regresi dengan menggunakan program AMOS. Berdasarkan hasil penelitian, diperoleh bahwa perceived quality dan kepercayaan berpengaruh positif terhadap kepuasan konsumen. Kemudian, variabel kepuasan konsumen berpengaruh positif terhadap loyalitas konsumen.
Kata kunci: perceived quality; kepercayaan; kepuasan konsumen; loyalitas konsumenReferences
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