PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (Studi Pada Pengguna Transportasi Online di Daerah Istimewa Yogyakarta)

Linawati, Linawati PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (Studi Pada Pengguna Transportasi Online di Daerah Istimewa Yogyakarta). In: SEMINAR NASIONAL DAN CALL FOR PAPER 2021: Strategi Pemulihan UMKM Pasca Pandemi Covid-19. STIE Widya Wiwaha, Yogyakarta, pp. 383-398. ISBN 978-623-99100-0-6

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Abstract

This study was conducted to examine the effect of service quality on online transportation user satisfaction. Service quality in this study consisted of tangible variables, reliability, responsiveness, assurance, and empathy. Data collection was carried out on 70 respondents, namely users of online transportation in the Special Region of Yogyakarta. Data collection was carried out by distributing questionnaires to respondents. The measurement of service quality and customer satisfaction variables was carried out using 20 statements that have been developed by researchers (consisting of 15 statements for service quality variables and 5 statements for customer satisfaction). Data analysis was performed using multiple regression analysis. The results show that hypothesis 1 is accepted, namely that service quality (which consists of tangible variables, reliability, responsiveness, assurance, and empathy) has a significant effect on online transportation service user satisfaction and hypothesis 2 is rejected, namely that the responsiveness variable of service quality does not have dominant influence on online transportation user satisfaction. Keywords : Service Quality, User Satisfaction, Online Transportation

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