Pengaruh Experiental Marketing,Kualitas Pelayanan,Dan Driver Attitude Terhadap Kepuasan Pelanggan Pada Pengguna Grab Dikota Mataram
DOI:
https://doi.org/10.31764/jseit.v3i1.13339Keywords:
Experiental Marketing Quality of Service Driver Attitude Customer SatisfactionAbstract
This research is entitled The Effect of Experiential Marketing, Service Quality, and Driver Attitude on Customer Satisfaction with Grab Users in Mataram City. The purpose of this study was to examine Experiential Marketing, Service Quality, and Driver Attitude on Customer Satisfaction with Grab Users in Mataram City. The type of research used is causal associative research, the research location is in Mataram City to a sample of Grab online transportation users with a sample of 80 respondents who have at least used Grab online transportation at least twice. The analysis used includes instrument test data, validity test, multiple linear regression analysis, classical assumption test (multicollinearity test, normality test,heteroscedasticity test), and hypothesis testing (t test) from the analysis concluded that experiental marketing has a significantly affect on costumer satisfaction, service quality has a significantly affect on costumer satisfaction, driver attitude has a significantly affect on costumer satisfaction Grab in Mataram city.
ABSTRAK
Penelitian ini berjudul Pengaruh Experiental Marketing, Kualitas Pelayanan, Dan Driver Attitude Terhadap Kepuasan Pelanggan Pada Pengguna Grab Di Kota Mataram. Tujuan penelitian ini untuk menguji Experiental Marketing, Kualitas Pelayanan, Dan Driver Attitude Terhadap Kepuasan Pelanggan Pada Pengguna Grab Di Kota Mataram. Jenis penelitian yang digunakan adalah penelitian asosiatif kausal, lokasi penelitian dilakukan di Kota Mataram kepada sampel pengguna transportasi online Grab dengan jumlah sampel 80 responden yang setidaknya pernah menggunakan transportasi online Grab minimal dua kali. Metode pengumpulan data yang digunakan dalam penelitian ini menggunakan kuisioner. Analisis yang digunakan meliputi uji instrument data, uji validitas, analisis regresi linier berganda, uji asumsi klasik (uji multikolinieritas, uji normalitas, uji heteroskedastisitas), dan uji hipotesis (uji t) dari hasil analisis disimpulkan bahwa experiental marketing berpengaruh secara signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh secara signifikan terhadap kepuasan pelanggan, dan driver attitude berpengaruh secara signifikan terhadap kepuasan pelanggan.References
DAFTAR PUSTAKA
Abdurachman, A. (2018). Pengaruh Brand Experience, Trust, dan Satisfaction terhadap Brand Loyalty (Studi pada Merek Toyota Avanza di Jakarta).
Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra, 2(1), 1–9.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Bugin, B. (2008). Penelitian Kualitatif, Komunikasi, Ekonomi, Kebijakan Publik, dan Ilmu Sosial Lainnya. Kencana Pranada Media Grup.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Universitas Diponegoro.
Ghozali, I. (2009). Aplikasi Analisis Multivarite Dengan Program SPSS (Edisi 4). Universitas Diponegoro.
Ghozali, Imam. (2018). Aplikasi Analisis Multivarite Dengan Program IBM SPSS 25. Universitas Diponegoro.
Hasugian, J. T. M. (2015). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty. Jurnal Administrasi Bisnis, 3(4), 923–937.
Kian Kinclong Industri Kosmetik Nasional Tumbuh 20 Persen. (2018). https://www.kemenperin.go.id/artikel/18954/Kian-Kinclong,-
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran (edisi ke 1). Erlangga.
Kusuma, Y. S. (2014). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Dan Brand Trust Harley Davidson Di Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 1–11.
Kusumadewi, N., & Saraswati, T. G. (2020). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Official Store Scarlett Di Shopee Dan Tokopedia. E-Proceeding of Management, 7(2), 6476–6489.
Nazir, M. (2005). Metode Penelitian. ghalia Indonesia.
Panjaitan, A. O. Y., Rofiaty, & Sujatmiko. (2016). Pengaruh Pengalaman Merek Terhadap Loyalitas Merek Melalui Mediasi Kepuasan Merek dan Kepercayaan Merek (Studi Pada Kuliner Khas Kota Malang). Jurnal Bisnis Dan Manajemen, 3, 141–161.
Pratama, A. S. (2017). Membangun Brand Loyalty Melalui Pengaruh Brand Experience, Brand Satisfaction dan Brand Trust (Studi Kasus Pada: Pemilik dan Pengguna Piagio Vespa di Indonesia).
Rachman, R. K., & Wahyono. (2017). Pengaruh Brand Experience Dan Brand Reputation Terhadap Brand Loyalty Melalui Brand Trust (Study Pada Pengguna Xl Di Semarang). Management Analysis Journal, 6(1), 1–11.
Rahayu, S., & Harsono, M. (2018). Kepercayaan Merek Dan Brand Affect Sebagai Anteseden Dari Loyalitas Merek. Media Ekonomi, 18(1), 9. https://doi.org/10.30595/medek.v18i1.2409
Rangkuti, F. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus. Integrated Marketing Communication. PT. Gramedia Pustaka Utama.
Ratnawati, A., & Lestari, A. A. (2018). Peran Brand Trust Dalam Memediasi Brand Experience, Brand Personality Dan Brand Community Terhadap Brand Loyalty. Jurnal Ekonomi Dan Bisnis, 19(2), 185. https://doi.org/10.30659/ekobis.19.2.185-202
Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis (edisi ke6). salemba empat.
Siregar, S. (2014). Metode Penelitian Pendidikan Kuantitatif dan Kualitatif. Rajawali Pers.
Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitatif Dan Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta, CV.
Tjiptono, F. (2010). Strategi Pemasaran (Edisi 2). Andi Offset.
Published
Issue
Section
License
Authors who publish articles in Journal of Sharia Economy and Islamic Tourism agree to the following terms:
- Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons Attribution–ShareAlike License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
