Permana, Alvin Edgar (2023) Analisis Pengaruh Service Quality dan Health Protocol pada Layanan Ride Hailing untuk Memberikan Rekomendasi Customer Satisfaction dengan Metode Structural Equation Modeling. Masters thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 05211840000090-Undergraduate_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
05211840000090-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2025. Download (4MB) | Request a copy |
Abstract
Ride hailing merupakan istilah bagi aplikasi transportasi online yang memudahkan penggunanya untuk meminta pengemudi kendaraan pribadi menjemput mereka dan membawa langsung ke lokasi tertentu. Persaingan yang semakin ketat antar perusahaan dalam pemenuhan kebutuhan pelanggan menjadi tantangan sekaligus membuka peluang besar untuk menghasilkan keunggulan kompetitif.
Permasalahan: Pesatnya perkembangan layanan ride hailing di Indonesia telah menekan banyak kompetitor untuk menciptakan pertumbuhan pendapatan dan pertumbuhan pangsa pasar melalui penilaian kinerja. Akibat dampak yang diterima seiring waktu endemi COVID-19, perusahaan ride hailing menurunkan prospek kinerja. Hal tersebut sejalan dengan turunnya kepercayaan masyarakat pada layanan publik serta adanya penyesuaian jumlah mitra ride hailing.
Tujuan: Penelitian tugas akhir ini bertujuan untuk menjabarkan model konseptual penelitian secara detail, sehingga dapat digunakan untuk melakukan analisis hubungan antara SERVQUAL, COVID-19 Protocol dan Customer Satisfaction ketika waktu berlakunya endemik dan memberikan saran perbaikan yang akurat berdasarkan hasil analisi yang dilakukan, sehingga bisa dilakukan upaya peningkatan Customer Satisfaction pada penngunaan Ride Hailing.
Metode: Analisis dan pengujian dalam penelitian tugas akhir ini menggunakan metode Structural Equation Modeling (SEM). Metode SEM digunakan untuk menjabarkan model konseptual yang dapat menggambarkan keterkaitan dengan hipotesis dari sumber referensi penelitian. Pengambilan data sampel dilakukan dengan menyebarkan survei kepada minimal 200 responden. Survei akan dibagikan secara online melalui media sosial dan platform lainnya dengan target responden merupakan pengguna taxi online.
Hasil: Rekomendasi strategis yang dapat diberikan kepada pihak ride hailing terkait, khususnya dalam meningkatkan kualitas layanan ride hailing berdasarkan hasil penelitian yang telah dilakukan. Hasil dari penelitian Tugas Akhir ini adalah tangible, assurance, empathy, dan service quality memberikan pengaruh signifikan terhadap customer satisfaction penggunaan layanan ride hailing. Dengan memfokuskan penilaian kerja pada aspek penting yang dinilai dapat meningkatkan customer satisfaction, penyedia layanan ride hailing dapat menghasilkan keunggulan kompetitif dan mempertahankan pengguna untuk tetap menggunakan layanannya.
Nilai Tambah: Penelitian ini bermanfaat untuk membantu penyedia layanan transportasi ride hailing dalam mengidentifikasi faktor-faktor apa saja yang dapat mempengaruhi kualitas layanan ride hailing setelah masa endemi COVID-19 serta memberikan rekomendasi kepada penyedia layanan ride hailing dalam meningkatkan kepuasan penggunanya. Penelitian ini juga dapat menjadi referensi pada pengembangan penelitian selanjutnya.
================================================================================================================================
Context: Ride hailing is a term for an online transportation application that makes it easier for users to ask private vehicle drivers to pick them up and take them directly to a certain location. Increasingly fierce competition between companies in meeting customer needs is a challenge and at the same time opens up great opportunities to generate competitive advantage.
Problem: The rapid development of ride hailing services in Indonesia has put pressure on many competitors to create revenue growth and market share growth through performance appraisal. As a result of the impact received over the time of the COVID-19 endemic, ride hailing companies have lowered their performance prospects. This is in line with the decline in public trust in public services and the adjustment in the number of ride hailing partners.
Objective: This final project research aims to describe the research conceptual model in detail, so that it can be used to analyze the relationship between SERVQUAL, COVID-19 Protocol and Customer Satisfaction when it is endemic and provide accurate suggestions for improvements based on the results of the analysis carried out, so that efforts can be made increase in Customer Satisfaction on the use of Ride Hailing.
Method: The analysis and testing in this final project research uses the Structural Equation Modeling (SEM) method. The SEM method is used to describe a conceptual model that can describe the relationship with the hypothesis from research reference sources. Sampling data collection is done by distributing surveys to at least 200 respondents. The survey will be distributed online through social media and other platforms with the target respondents being online taxi users.
Results: Strategic recommendations that can be given to related ride hailing parties, especially in improving the quality of ride hailing services based on the results of research that has been conducted. The results of this final assignment research are tangible, assurance, empathy, and service quality which have a significant influence on customer satisfaction using ride hailing services. By focusing work assessments on important aspects that are considered to increase customer satisfaction, ride hailing service providers can generate competitive advantages and retain users to keep using their services.
Added Value: This research is useful to assist ride hailing service providers in identifying what factors can affect the quality of ride hailing services after the COVID-19 endemic period and provide recommendations to ride hailing service providers in increasing user satisfaction. This research can also be a reference for further research development.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci : Transportasi, Ride Hailing, COVID-19, Kualitas Layanan, Structural Equation Modeling Keywords: Transportation, Ride Hailing, COVID-19, Service Quality, Structural Equation Modeling |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction Q Science > QA Mathematics > QA278.3 Structural equation modeling. T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information Technology > 59201-(S1) Undergraduate Thesis |
| Depositing User: | Alvin Edgar Permana |
| Date Deposited: | 03 Feb 2023 07:54 |
| Last Modified: | 03 Feb 2023 07:54 |
| URI: | http://repository.its.ac.id/id/eprint/96143 |
Actions (login required)
 |
View Item |