Preferensi Pengguna Gojek Protect+ di Surabaya saat COVID-19 Menggunakan Structural Equation Modelling Partial Least Square (SEM PLS)

Zulfa, Latifatuz (2023) Preferensi Pengguna Gojek Protect+ di Surabaya saat COVID-19 Menggunakan Structural Equation Modelling Partial Least Square (SEM PLS). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 berlangsung semenjak akhir tahun 2019. Pandemi ini menimbulkan perubahan situasi dan kondisi di berbagai belahan dunia khususnya di Indonesia. Sejak merebaknya COVID-19 ratusan ribu manusia terpapar virus ini. Pandemi COVID-19 menjadi salah satu pemicu krisis kesehatan secara global dikarenakan virus ini sudah mengancam dunia serta membuat jumlah kematian jadi semakin bertambah. Pandemi COVID-19 menghadirkan tantangan bagi masyarakat serta mitra driver Gojek untuk tetap beraktivtas normal. Kebiasaan saat masa pandemi tetap terbawa sampai seperti kebiasaan memakai masker, mencuci tangan, serta memakai handsanitizer. Saat ini kebersihan dan keamanan sudah menjadi bagian dari masyarakat saat bepergian keluar rumah. Pada tahun 2021, Gojek telah menghadirkan layanan transportasi terbaru yaitu Gojek Protect+. Kuesioner pada penelitian ini disebarkan melalui google form dan mendapatkan 461 responden. Pengambilan data responden menggunakan Simple Random Sampling (SRS). Pada penelitian ini menggunakan 401 responden yang merupakan pengguna layanan Gojek Protect+. Variabel yang digunakan adalah satu variabel laten endogen yakni loyalitas pengguna, dan tiga variabel laten eksogen yaitu pemasaran, kualitas layanan, dan persepsi yang dilakukan analisis dengan menggunakan metode Structural Equation Modelling Partial Least Square (SEM-PLS). Penelitian ini diharapkan memberikan manfaat yaitu memberikan informasi serta evaluasi mengenai hubungan ketiga variabel eksogen terhadap satu variabel endogen pada layanan Gojek Protect+ yang digunakan saat pandemi COVID-19. Hal ini dapat menjadi evaluasi dan perbaikan bagi perusahaan dan mitra Gojek. Hasil penelitian ini menjelaskan bahwa variabel pemasaran, kualitas layanan, dan persepsi berpengaruh terhadap loyalitas pelanggan layanan Gojek Protect+. Pengaruh yang paling besar pada variabel loyalitas pelanggan adalah kualitas layanan. Nilai kebaikan model yang diperoleh pada penelitian ini untuk variabel loyalitas pelanggan dapat dijelaskan oleh variabel pemasaran, kualitas layanan, dan persepsi sebesar 40.6%.
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COVID-19 pandemic has been going on since the end of 2019. This pandemic has caused changes in situations and conditions in various parts of the world, especially in Indonesia. Since the outbreak of COVID-19 hundreds of thousands of people have been exposed to this virus. The COVID-19 pandemic has become one of the triggers for a global health crisis because this virus has threatened the world and caused the number of deaths to increase. The COVID-19 pandemic presents challenges for the community and Gojek driver partners to continue their normal activities. Habits during the pandemic were carried over to the point of wearing masks, washing hands, and using hand sanitizer. At present cleanliness and safety have become part of society when traveling out of the house. In 2021, Gojek has presented its newest transportation service, namely Gojek Protect+. The questionnaire in this study was distributed via google form and obtained 461 respondents. Retrieval of respondent data using Simple Random Sampling (SRS). In this study, 401 respondents were used who were users of the Gojek Protect+ service. The variables used are one endogenous latent variable, namely user loyalty, and three exogenous latent variables, namely marketing, service quality, and perceptions, which are analyzed using the Structural Equation Modeling Partial Least Square (SEM-PLS) method. This research is expected to provide benefits, namely providing information and evaluating the relationship of the three exogenous variables to one endogenous variable in the Gojek Protect+ service used during the COVID-19 pandemic. This can be an evaluation and improvement for Gojek companies and partners. The results of this study explain that marketing, service quality, and perception variables influence customer loyalty for Gojek Protect+ services. The biggest influence on customer loyalty variable is service quality. The good value of the model obtained in this study for the customer loyalty variable can be explained by the marketing, service quality, and perception variables of 40.6%

Item Type:	Thesis (Other)
Uncontrolled Keywords:	COVID-19, Gojek Protect+, Loyalitas Pelanggan, Kualitas Layanan, Pemasaran, Persepsi, SEM PLS,9, Gojek Protect+, Customer Loyalty, Quality of Service, Marketing, Perception
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis
Depositing User:	Latifatuz Zulfa
Date Deposited:	21 Sep 2023 02:29
Last Modified:	21 Sep 2023 02:29
URI:	http://repository.its.ac.id/id/eprint/104579

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