PENGARUH SERVICE QUALITY, PRICE PERCEPTION, DAN PERCEIVED EASE OF USE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA MAXIM

ANGELA FREDERIKA LEYN, . (2025) PENGARUH SERVICE QUALITY, PRICE PERCEPTION, DAN PERCEIVED EASE OF USE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA MAXIM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Studi yang dilakukan bertujuan untuk menelaah pengaruh kualitas layanan (service quality), persepsi harga (price perception), serta persepsi kemudahan penggunaan yang dirasakan (perceived ease of use) terhadap loyalitas pelanggan (customer loyalty) dengan kepuasan pelanggan (customer satisfaction) sebagai variabel mediasi. Studi difokuskan pada pengguna aktif aplikasi layanan transportasi online Maxim yang berdomisili di wilayah DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dan metode purposive sampling dalam pengambilan sampel, dengan total 210 responden yang merupakan pengguna aktif aplikasi Maxim. Pengumpulan data dilakukan melalui kuesioner daring menggunakan google form. Selanjutnya, data dianalisis menggunakan metode PLS-SEM dengan bantuan aplikasi SmartPLS versi 3.0. Temuan penelitian mengindikasikan bahwa kualitas layanan (service quality), persepsi harga (price perception), serta persepsi kemudahan penggunaan yang dirasakan (perceived ease of use) memiliki dampak positif dan signifikan terhadap kepuasan pelanggan (customer satisfaction). Di sisi lain, kepuasan pelanggan memberikan pengaruh signifikan terhadap loyalitas pelanggan (customer loyalty). Namun demikian, persepsi harga tidak menunjukkan pengaruh langsung yang signifikan terhadap kesetiaan pelanggan. Selain itu, kepuasan pelanggan terbukti berperan sebagai variabel mediasi yang menjembatani hubungan antara ketiga variabel eksogen dengan loyalitas konsumen. ***** This study aims to examine the influence of service quality, price perception, and perceived ease of use on customer loyalty, with customer satisfaction as a mediating variable. The study focuses on active users of the Maxim online transportation application who reside in the DKI Jakarta area. This research adopts a quantitative approach and uses purposive sampling to collect data from a total of 210 respondents, all of whom are active users of the Maxim application. Data was gathered through an online questionnaire distributed via Google Forms. The collected data was then analyzed using the PLS-SEM method with the help of SmartPLS version 3.0.The findings indicate that service quality, price perception, and perceived ease of use have a positive and significant influence on customer satisfaction. Furthermore, customer satisfaction has a significant impact on customer loyalty. However, price perception does not show a direct significant effect on customer loyalty. Additionally, customer satisfaction is proven to act as a mediating variable that bridges the relationship between the three exogenous variables and customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, SE., M.Bus. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Angela Frederika Leyn .
Date Deposited:	06 Aug 2025 01:15
Last Modified:	06 Aug 2025 01:15
URI:	http://repository.unj.ac.id/id/eprint/57972

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