Analisis Pengaruh Loyalitas Konsumen Generasi Y & Z Pada Layanan Ride-Hailing (Studi Kasus: Gojek)

Kurniawan, Fadhil Dwi (2022) Analisis Pengaruh Loyalitas Konsumen Generasi Y & Z Pada Layanan Ride-Hailing (Studi Kasus: Gojek). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kemajuan teknologi dan kurangnya perkembangan transportasi publik membuat transportasi publik informal seperti ride-hailing menjadi lebih populer. Pengguna layanan ride-hailing di berbagai negara kebanyakan digunakan oleh generasi Y dan Z. Dengan waktu yang singkat, aplikasi ride-hailing sangat berkembang dan disukai masyarakat. Perkembangan ride-hailing yang pesat tersebut membuat penelitian mengenai loyalitas pengguna layanan ride-hailing ini sangat penting karena dengan pemahaman yang baik tentang loyalitas konsumen dapat menentukan kinerja keuangan jangka panjang perusahaan. Wilayah Gerbangkertosusila menjadi fokus lokasi penelitian karena memiliki mobilitas tinggi namun pengguna transportasi publiknya rendah. Gojek menjadi objek penelitian karena menjadi salah satu pemimpin pasar ride-hailing di Indonesia dan mayoritas penggunanya tidak menggunakan layanan ride-hailing dari brand lain. Hal tersebut menjadi fenomena menarik di Gojek. Penelitian ini bertujuan untuk mengidentifikasi bagaimana pengaruh persepsi promosi penjualan, persepsi manfaat dari aplikasi pemesanan, kualitas layanan, dan keamanan dapat mendorong kepuasan dan loyalitas pada pengguna ride-hailing Gojek. Penelitian ini menerapkan pendekatan kuantitatif dengan analisis Partial Least Square-Structure Equation Modeling (PLS-SEM). Penelitian ini dilaksanakan dengan survei online terhadap 107 individu generasi Y dan Z yang pernah menggunakan layanan ride-hailing Gojek. Hasil penelitian ini menunjukkan bahwa persepsi promosi penjualan dan persepsi keamanan menjadi faktor yang berpengaruh positif secara signifikan terhadap loyalitas konsumen. Persepsi manfaat dari aplikasi pemesanan, kualitas layanan, dan persepsi keamanan juga menjadi faktor yang berpengaruh positif secara signifikan terhadap kepuasan konsumen ride-hailing. hasil analisis juga menemukan bahwa persepsi mengenai promosi penjualan tidak memengaruhi kepuasan konsumen. Persepsi manfaat dari aplikasi pemesanan dan kualitas layanan juga tidak memengaruhi loyalitas konsumen ride-hailing. Di sisi lain, kepuasan dianggap tidak memengaruhi loyalitas dari konsumen.
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Advances in technology and the lack of development of public transportation have made informal public transportation such as ride-hailing more popular. The users of ride-hailing services in various countries are mostly used by generations Y and Z. In a short time, ride-hailing applications are very developed and liked by the public. The rapid development of ride-hailing makes research on the loyalty of ride-hailing service users very important because a good understanding of consumer loyalty can determine the company's long-term financial performance. The Gerbangkertosusila area is the focus of the research location because it has high mobility but low public transportation users. Gojek is the object of research because it is one of the leaders in the ride-hailing market in Indonesia and the majority of its users do not use ride-hailing services from other brands. This has become an interesting phenomenon in Gojek. This study aims to identify how the influence of perceived sales promotions, perceived benefits of booking app, perceived service quality, and perceived safety can encourage satisfaction and loyalty to Gojek ride-hailing users. This study applies a quantitative approach with Partial Least Square-Structure Equation Modeling (PLS-SEM) analysis. This research was conducted using an online survey of 107 individuals of generation Y and Z who had used the Gojek ride-hailing service. The results of this study indicate that perceived sales promotion and perceived safety are factors that have a significant positive effect on consumer loyalty. Perceived benefits of booking app, perceived service quality, and perceived safety are also factors that have a significant positive effect on ride-hailing customer satisfaction. The results of the analysis also found that perceived sales promotions did not affect customer satisfaction. The perceived benefits of booking app and perceived service quality also do not affect ride-hailing customer loyalty. On the other hand, satisfaction considered not to affect the loyalty of customers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Gojek, Loyalitas, PLS-SEM, Ride-hailing, Loyalty, PLS-SEM, Ride-hailing
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mr. Marsudiyana -
Date Deposited:	21 Oct 2025 03:51
Last Modified:	21 Oct 2025 03:51
URI:	http://repository.its.ac.id/id/eprint/128640

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