ANALISA FAKTOR YANG MEMENGARUHI LOYALITAS MITRA PENGEMUDI TRANSPORTASI ONLINE

Renza Fahlevi; Fitriana Aidnilla Sinambela

doi:10.35906/jep.v10i2.2296

ANALISA FAKTOR YANG MEMENGARUHI LOYALITAS MITRA PENGEMUDI TRANSPORTASI ONLINE

Renza Fahlevi, Fitriana Aidnilla Sinambela

Abstract

ABSTRAK

Banyak dari mitra pengemudi mendaftarkan diri dibeberapa perusahaan penyedia transportasi online sehingga memiliki dua atau lebih akun pada perusahaan yang berbeda. Hal ini tentu tidak diinginkan oleh perusahaan penyedia aplikasi transportasi online, karena mitra pengemudi akan mematikan aplikasi lain untuk sementara waktu jika sedang melakukan pengantaran konsumen dari aplikasi yang dipilihnya. Penelitian ini bertujuan untuk menilai faktor yang mempengaruhi kepuasan dan loyalitas mitra pengemudi transportasi online. Penelitian ini merupakan penelitian kuantitatif dengan variabel harga, platform quality dan perceived safety sebagai variabel independen. Jumlah responden dalam penelitian ini sebanyak 150 responden yang merupakan mitra pengemudi transportasi online. Teknik analisa data yang dipakai adalah SEM-PLS. Hasil penelitian menunjukan bahwa ketiga variabel yaitu variabel harga, platform quality dan perceived safety berpengaruh terhadap kepuasan mitra pengemudi pada aplikasi transportasi online, sedangkan kepuasan mitra pengemudi mempunyai pengaruh terhadap loyalitas mitra pengemudi terhadap aplikasi transportasi online yang digunakannya.

Kata Kunci: Harga; Kualitas aplikasi; Keamanan; Kepuasan dan Loyalitas.

ABSTRACT

Many driver-partners register with several ride-hailing companies and thus have two or more accounts with different companies. This is certainly not desirable for online transportation application provider companies, because driver-partners will temporarily turn off other applications if they are delivering customers from the application they choose. This research aims to assess the factors that influence the satisfaction and loyalty of online transportation driver partners. This is a quantitative research with the independent variables as price, platform quality and perceived safety. The number of respondents was 150 respondents who were online transportation driver partners. The data analysis technique used was SEM-PLS. The results of the research showed that the third variable, namely the price variable, platform quality and safety perception influenced the satisfaction of driver partners in online transportation applications, while driver partner satisfaction influenced the loyalty of driver partners to the online transportation applications they use.

Keywords: Price; Platform quality; Perceived safety; Satisfaction and Loyalty.

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