PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN PENGGUNA JASA TRANSPORTASI GOJEK DI JAKARTA

Abstract

The growth of public transportation in Jakarta is not very significant as many Jakarta
residents prefer to use private vehicles rather than using public transportation, because the
citizens of DKI Jakarta have not found a convenient, safe, and fast public transportation to
the destination. High crime rates in public transport cause consumers to be reluctant to use
public transport. GoJek, which operates in the ojek transportation service online is relatively
more acceptable to Jakarta citizens as a solution to reach the destination quickly, and also
safe from crime. In addition, the GoJek service tariff is very rational as it is based on the
distance traveled to the place, but with the increasingly tight competition in the
transportation of motorcycle taxis online, GoJek strives to provide the maximum quality o
service for consumers so that consumers get satisfaction in using GoJek services. The
purpose of this study is to determine the influence of reliability, responsiveness, assurance
empathy, physical evidence of GoJek consumer satisfaction in Jakarta partially or
simultaneously.
The population of this research is the people residing in DKI Jakarta, and have used
the transportation service of GoJek. The sum of these populations is unknown. The sample
size is calculated with the slovin formula determined as 96 people. Sampling technique using
purposive sampling. Data tabulated from the results of interviews first tested the validity and
reliability, and then further analyzed by regression analysis.
The result of this research shows that respondent's category of reliability is reliable
responsive variable category is responsive, assurance variable category is assured, and
empathy variable category is Empathy, and it is concluded that partially or simultaneously
there is positive and significant influence between Reliability , Responsiveness, assurance
empathy, physical proof of Customer Satisfaction of transportation service users in Jakarta
besides it can be concluded also that the biggest influence of service quality to customer
satisfaction is physical evidence variable having coefficient value 1,680 and followed by
reliability variable having Coefficient value 1.223, then followed by other variables
Gojek needs to improve customer service by maintaining better communication
tactical service, sprightly, with support for communication networks and mobile phones more
adequate, and the driver should further increase the field coverage area coverage. In
addition, the appearance of the driver should look more neat, fragrant, not pinched by
always paying attention to the work support facilities for consumers, such as helmets
raincoat, nose cover, etc and ensure it is complete, in good condition, clean, and ready to
use.