ANALISIS TINGKAT KEPERCAYAAN DAN KEPUASAN PELANGGAN TERHADAP NIAT UNTUK MENGGUNAKAN KEMBALI LAYANAN TRANSPORTASI ONLINE DI ERA PANDEMI COVID-19

Indah Lestari, Rahmad Solling Hamid

Abstract


Abstrak

Adapun tujuan utama dari penelitian ini yaitu untuk menganalisis persepsi tingkat kepercayaan pelanggan dan pengetahuan subjektif dalam mempengaruhi niat untuk menggunakan kembali layanan transportasi online. Adapun populasi didalam penelitian ini yaitu pengguna layanan ride-hailing yang ada di Kota Palopo. Sampel pada penelitian ini diambil dengan menggunakan metode probability sampling yaitu dengan tekhnik pendekatan random sampling. Ukuran sampel diambil sebanyak 50 sampel. Metode analisis data yang digunakan yaitu metode analisis regresi linier berganda dengan bantuan aplikasi SPSS versi 25. Hasil penelitian bahwa berdasarkan uji simultan variabel kepercayaan dan kepuasan pelanggan berpengaruh signifikan terhadap niat menggunakan kembali layanan transportasi online. Selanjutnya berdasarkan hasil uji parsial bahwa untuk variabel kepercayaan berdampak signifikan terhadap niat menggunakan kembali layanan transportasi online. Sedangkan untuk variabel kepuasan pelanggan tidak berpengaruh signifikan terhadap niat menggunakan kembali layanan transportasi online.

Kata Kunci: Kepercayaan, Kepuasan Pelanggan, Niat Menggunakan Ulang, Transportasi Online, dan COVID-19.


Abstract

The main purpose of this study is to analyze the perception of the level of customer trust and subjective knowledge in influencing the intention to reuse online transportation services. The population in this study is the ride-hailing service users in the City of Palopo. The sample in this study was taken using the probability sampling method, namely the technique of random sampling approach. The sample size was accepted as many as 50 samples. The data analysis method used is multiple linear regression analysis methods with the help of SPSS application version 25. The results of the study based on simultaneous test variables of trust and customer satisfaction significantly influence the intention to reuse online transportation services. Furthermore, based on the partial test results that for the variable trust has a significant impact on the intention to reuse online transportation services. As for customer satisfaction, the variable does not significantly influence the intention to reuse online transportation services.

Keywords: Trust, Customer Satisfaction, Reuse Intention, Online Transportation, and COVID-19.


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DOI: http://dx.doi.org/10.35906/je001.v9i1.482