ANALISIS KEPUASAN PENGGUNA LAYANAN RIDE HAILING MAXIM DI JABODETABEK

DAVID SAPUTRA BARASA, . (2024) ANALISIS KEPUASAN PENGGUNA LAYANAN RIDE HAILING MAXIM DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Maxim adalah salah satu perusahaan layanan ride-hailing paling populer di Indonesia dengan jumlah pengunduh di playstore dibandingkan aplikasi ride-hailing lainnya. Dengan memperhatikan kualitas layann dan harga sebagai bentuk mempertahankan kepuasan pelanggan. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang dapat meningkatkan kepuasan pelanggan pengguna layanan ride-hailing Maxim di Jakarta, Bogor, Depok, Tanggerang, Bekasi (Jabodetabek). Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini terdiri dari individu yang pernah menggunakan layanan ride-hailing Maxim. Sampel diambil dengan teknik purposive sampling non-probability, dan data dikumpulkan melalui kuesioner online melalui Google Form yang disebar dalam penelitian ini adalah 122 responden yang memenuhi kriteria. Berdomisili di Jabodetabek, berusia 17-35 tahun keatas, dan merupakan pengguna Tokopedia. Uji validitas dan uji reliabilitas untuk menguji intrumen penelitian. Teknik analisis yang digunakan adalah analisis deskriptif untuk mendeskripsikan data dan analisis Costumer Satisfaction Index (CSI) untuk mengidentifikasi faktor-faktor yang membentuk kepuasan pelanggan. Dimensi yang digunakan adalah performance, ekonomi, perceived of usefulness dan ease of use. Adapun kesimpulan penelitian ini hasil analisis Costumer Satisfaction Index (CSI) telah mengidentifikasi faktor yang membentuk kepuasan pelanggan pengguna layanan Maxim yaitu performance, ekonomi, perceived of usefulness dan ease of use. ***** Maxim is one of the most popular ride-hailing service companies in Indonesia, with the highest number of downloads on the Play Store compared to other ride-hailing apps. By paying attention to service quality and price as a way to maintain customer satisfaction, this research aims to identify factors that can increase customer satisfaction among Maxim ride-hailing service users in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) area. A quantitative research approach using a survey method was employed. The population in this study consisted of individuals who have used Maxim's ride-hailing services. Samples were taken using non-probability purposive sampling, and data was collected through online questionnaires via Google Forms. A total of 122 respondents who met the criteria participated in this study. The respondents were domiciled in Jabodetabek, aged 17-35 years and above, and were Tokopedia users. Validity and reliability tests were conducted to test the research instrument. The analytical techniques used were descriptive analysis to describe the data and Customer Satisfaction Index (CSI) analysis to identify the factors that shape customer satisfaction. The dimensions used were performance, economy, perceived usefulness, and ease of use. The conclusion of this study is that the Customer Satisfaction Index (CSI) analysis has identified the factors that shape customer satisfaction among Maxim service users, namely performance, economy, perceived usefulness, and ease of use.apo

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Dr. Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	David Saputra Barasa .
Date Deposited:	21 Aug 2024 02:30
Last Modified:	21 Aug 2024 02:30
URI:	http://repository.unj.ac.id/id/eprint/50293

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