Analysis of Factors Affecting Costumer Satisfaction of “Gojek” Online Transportation Service in Sidoarjo

Abstract

In this era, people have various activities and require transportation to do them activity. Therefore, transportation network companies are competing to attract consumers by improving their services, ease of ordering, pricing, punctuality, and so on. This study aimed to determine whether factors affect consumers’ satisfaction in other sectors also have an influence on Gojek online transportation services. The technique used in sampling of this research is non-probability sampling with accidental sampling. The number of samples taken as many as 100 people. Data collection techniques used questionnaires that have been tested for validity and reliability. Data analysis techniques used are classical assumptions and multiple regression. The results showed that: (1) there is no effect of service quality on customer satisfaction of Gojek online motorcycle taxi service in Sidoarjo, as evidenced by the t-observed value of 0,680; significance value 0,498>0,05; and a regression coefficient of 0,062; (2) there is an effect of price on customer satisfaction of Gojek online motorcycle taxi in Sidoarjo, as evidenced by the t-observed value of 5,129; significance value 0,000<0,05; and a regression coefficient of 0,610; (3) there is an effect of brand image on customer satisfaction of Gojek online motorcycle taxi in Sidoarjo, as evidenced by the t-observed value of 4,128; significance value 0,000<0,05; and a regression coefficient of 0,433; (4) there is an effect of service quality, price and brand image simultaneously on customer satisfaction of Gojek online motorcycle taxi services in Sidoarjo, it is proven that F-ratio is 49,402; significance value 0,000<0,05.