Service Quality, Experiential Marketing dan Customer Satisfication Pengguna Gojek

Nanda Setya Putri, Endi Sarwoko

Abstract


Penelitian bertujuan untuk menganalisis pengaruh service quality dan experiential marketing terhadap customer satisfication pengguna Gojek. Penelitian ini merupakan penelitian explanatory research dengan pendekatan kuantitatif. Penelitian dilakukan padapelanggan Go-jek di Kota Malang, menggunakan sampel sebanyak 145 pelanggan dengan menggunakan metode accidental sampling. Teknik pengumpulan data menggunakan kuesionerkemudian dianalisis menggunakan analisis Regresi linear berganda dengan bantuan SPSS versi 21. Hasil penelitian ini mengkonfirmasi bahwa service quality dan experiential marketing merupakan faktor yang memengaruhi customer satisfaction pengguna Gojek. Penelitian lebih lanjut diperlukan pada penyedia jasa sejenis seperti Grab untuk pengembangan penelitian ini.

Keywords


Service Quality; Customer Experience; Customer Satisfaction

References


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DOI: https://doi.org/10.21107/jsmb.v9i1.15033

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