Analisis Pengaruh Pengalaman Pelanggan, Kepuasan Pelanggan, dan Loyalitas Pelanggan terhadap Kekuatan Merek (Studi Kasus: Gojek)

Rafsanjani, Mohammad (2024) Analisis Pengaruh Pengalaman Pelanggan, Kepuasan Pelanggan, dan Loyalitas Pelanggan terhadap Kekuatan Merek (Studi Kasus: Gojek). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Aplikasi transportasi online telah merevolusi cara masyarakat menggunakan transportasi, di saat ini masyarakat cukup melakukan pemesanan melalui aplikasi mobile, yang dapat diunduh melalui playstore atau appstore. Integrasi teknologi digital telah membuat jasa transportasi ini lebih cepat dan efektif. Di Indonesia, aplikasi transportasi online sangat populer. Gojek merupakan salah satu aplikasi yang banyak diunduh selama kuartal keempat tahun 2023. Peningkatan pengalaman pelanggan dapat memperbaiki kepuasan pelanggan, yang tidak hanya meningkatkan peluang perpanjangan langganan, tetapi juga memperkuat posisi merek di pasar. Penelitian ini diharapkan dapat mendukung Gojek dalam mempertahankan posisi kepemimpinan pasar di Indonesia dengan meneliti bagaimana pengalaman pelanggan, kepuasan pelanggan, dan loyalitas pelanggan mempengaruhi kekuatan merek. Penelitian ini menggunakan metode kuantitatif dengan sampel pelanggan Gojek yang berusia 18 hingga 58 tahun. Data dari responden akan dianalisis menggunakan PLS-SEM melalui SmartPLS 4 untuk mengevaluasi inner model dan outer model. Hasil penelitian menunjukkan adanya pengaruh positif pengalaman pelanggan terhadap loyalitas pelanggan, kepuasan pelanggan terhadap loyalitas pelanggan, kepuasan pelanggan terhadap kekuatan merek, dan loyalitas pelanggan terhadap kekuatan merek. Sedangkan pengalaman pelanggan berpengaruh negatif terhadap kekuatan merek. Hasil penelitian dapat menambahkan pengetahuan pada literatur yang ada mengenai pengalaman pelanggan, kepuasan pelanggan, dan loyalitas pelanggan terhadap kekuatan merek.
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Online transportation applications have revolutionized the way society uses transportation. Nowadays, people can simply book rides through mobile apps, which are available for download via the Play Store or App Store. The integration of digital technology has made these transportation services faster and more efficient. In Indonesia, online transportation apps are extremely popular. Gojek is one of the most downloaded apps in the fourth quarter of 2023. Enhancing customer experience can improve customer satisfaction, which not only increases the likelihood of subscription renewals but also strengthens the brand's position in the market. This research aims to support Gojek in maintaining its market leadership position in Indonesia by investigating how customer experience, customer satisfaction, and customer loyalty affect brand power. This study employs a quantitative method with a sample of Gojek customers aged 18 to 58 years. Data from respondents will be analyzed using PLS-SEM through SmartPLS 4 to evaluate the inner model and outer model. The research results indicate a positive influence of customer experience on customer loyalty, customer satisfaction on customer loyalty, customer satisfaction on brand strength, and customer loyalty on brand strength. However, customer experience has a negative impact on brand strength. The findings contribute to the existing literature on customer experience, customer satisfaction, and customer loyalty in relation to brand power.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kekuatan Merek, Kepuasan Pelanggan, Loyalitas Pelanggan, Pengalaman Pelanggan, Transportasi Online, Brand Power, Customer Satisfaction, Customer Loyalty, Customer Experience, Online Transportation
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mohammad Rafsanjani
Date Deposited:	04 Sep 2024 03:46
Last Modified:	04 Sep 2024 03:46
URI:	http://repository.its.ac.id/id/eprint/111593

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