Pengaruh Service Quality Terhadap Electronic Word Of Mouth Konsumen Di Kejo Malang

Talino, Patrisius Parimpasa Tuah (2019) Pengaruh Service Quality Terhadap Electronic Word Of Mouth Konsumen Di Kejo Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Transportasi online kini menjadi alternatif jasa yang cukup handal di kalangan millenials. Hal tersebut mempengaruhi perusahaan jasa transportasi online untuk terus mengembangkan cara agar dapat eksis dan inovatif dalam merancang pelayanan. Kualitas pelayanan merupakan hasil dari proses evaluasi di mana pelanggan membandingkan persepsi mereka tentang pemberian layanan dan hasilnya dengan apa yang mereka harapkan. Penelitian ini bertujuan untuk mengetahui pengaruh service quality pada jasa transportasi online Kejo Malang. Tujuan dari penelitian ini adalah melihat adakah pengaruh yang terjadi antara kualitas layanan karyawan Kejo Malang (driver dan admin) terhadap electronic word of mouth yang dilakukan pelanggan Kejo Malang.Indikator yang digunakan pada penelitian ini dalam mengukur variabel bebas yaitu service quality (X) adalah tangible, responsiveness, reliability, assurance, dan empathy. Sedangkan untuk variabel terikatnya yaitu electronic word of mouth (Y). Jenis penelitian ini adaah eksplanatif kuantitatif dengan menggunakan teknik pengumpulan data kusioner online serta teknik analisis data regresi linier sederhana, serta uji hipotesis menggunakan Uji F dan Koefisien Determinasi (adjusted R2 ). Hasil dari penelitian ini, realibility dan assurance merupakan indikator dominan yang ada di variabel service quality dan mempengaruhi variabel electronic word of mouth. Berdasarkan uji hipotesis juga didapat hasil bahwa service quality memiliki pengaruh positif terhadap electronic word of mouth konsumen di Kejo Malang dengan nilai adjusted R 2 36,8%.

English Abstract

Online transportation is now an alternative serviced that is quite reliable among the millennium. This increases transportation service companies to continue to develop ways to exist and be innovative in supporting services. Service quality was the result of an assessment process in which customers compare their perceptions of providing services and results with what they expect. This study aims to determine the effect of service quality on transportation online Kejo Malang. The purpose of this study was to see whether there is an influence that occurs between the quality of service of Malang Kejo employees (drivers and admin) to electronic word of mouth made by Kejo Malang customers. Tangible, responsiveness, reliability, assurance, and empathy. Whereas for the variables issued are electronic word of mouth (Y). This type of research is quantitative explanatory using online questionnaire data collection techniques and simple linear regression data analysis techniques and hypothesis testing using the F Test and the Determined Coefficient (adjusted R). The results of this study, reliability and assurance were dominant indicators that exist in service quality variables and the effect of electronic variables by word of mouth. Based on the hypothesis test also obtained results that service quality has a positive influence on consumer electronics by word of mouth in Kejo Malang with an adjusted value of R 36.8%.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FISIP/2019/659/051905505
Uncontrolled Keywords:	Pelayanan, Service Quality, Electronic Word of Mouth, Kejo Malang.-Service, Service Quality, Electronic Word of Mouth, Kejo Malang.
Subjects:	300 Social sciences > 302 Social interaction > 302.2 Communication
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	soegeng sugeng
Date Deposited:	18 Oct 2020 05:06
Last Modified:	21 Oct 2021 06:42
URI:	http://repository.ub.ac.id/id/eprint/171417

Text Patrisius Parimpasa Tuah Talino.pdf Download (4MB)

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