PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA GOJEK DI KOTA DEPOK
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Abstract
This study aims to determine the effect of price and service quality on customer loyalty at the Gojek online transportation service in Depok City. This study uses a quantitative method with a survey approach by distributing questionnaires to 100 respondents who are active users of the Gojek application. Data analysis was carried out using multiple linear regression through the help of SPSS 23 software. The results of the validity and reliability tests showed that all instrument items were valid and reliable. The results of the t-test showed that the price variable (X1) had a positive and significant effect on customer loyalty with a significance value of <0.05, as well as the service quality variable (X2) which also had a positive and significant effect on customer loyalty. The results of the F test showed that simultaneously price and service quality had a significant effect on customer loyalty with a calculated F value> F table and a significance of <0.05. Meanwhile, the coefficient of determination (R²) showed that the two independent variables were able to explain the dependent variable by 68.6%, while the rest was influenced by other factors outside the model. Thus, the results of this study indicate that competitive pricing strategies and consistent service quality improvements are very important in increasing Gojek customer loyalty in Depok City.
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