Pengaruh Kaualitas Pelayanan dan Harga Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening pada Pengguna Jasa Gojek Di Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

Transportation becomes an important aspect in the mobilization of society from one place to another. In 2015, emerging innovation of online service providers originating from Indonesia namely is Gojek. It is a taxibike service based on android applications. University students are part of the user Gojek service. The researcher found some Management program students of Economy and Business faculty in Medan Area University who use Gojek services especially Go-Food and Go-Mart. In this study, is limited to Go-Food and Go-Mart services provided by Gojek because the two services are the most widely used by students. Behind the success of Gojek in Medan, there are some users’ complaints of its services. Complaints such as unilaterally canceled orders by its drivers, promo vouchers unusable, limited coverage and more. Thus, that can be formulated problem in this study is to find out the effect of service quality and cost towards consumer loyalty and satisfaction as Interving variable at Gojek service users on Management program students of Economy and Business Faculty in Medan Area University. This research used associatif quantitative method. The population of study are the Management program regular students staple 2013, 2014 and 2015 of Economy and Business Faculty in Medan Area University and utilizing the Slovin sampling, 181 respondents were selected as the sample size from 329 students. Then, the data technique analysis employs Path analysis. This result shows that service quality variable has a positive and significant impact towards the customer satisfaction as 2.815 and cost variable as 6.523. Service quality variable has a positive and significant impact towards the customer loyality as 1.715 and cost variable as 6.171. Consumer variable has a positive and significant impact towards the customer loyality as 4.227. In contrast, cost variable is the most dominant factor in influencing the consumer loyalty at Gojek service users on Management program students of Economy and Business Faculty in Medan Area University.