Pengaruh Customer Experience Dan Brand Awareness Terhadap Loyalitas Pelanggan Gojek Di Kota Bandung Tahun 2019

Alia Presilia Larasati, Farah Oktafani

Abstract

Abstrak
Penelitian ini di latarbelakangi oleh permasalahan terkait Customer Experience, Brand Awareness dan Loyalitas
Pelanggan Gojek di Kota Bandung. Berdasarkan hasil pra penelitian, pelanggan Gojek di Kota Bandung belum
sepenuhnya loyal pada Gojek bahkan pelanggan dapat beralih ke transportasi online lain, yang biasa disebut
perilaku Swinger. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Customer Experience dan
Brand Awareness terhadap Loyalitas Pelanggan Gojek di Kota Bandung. Penelitian ini menggunakan metode
kuantitatif dengan jenis penelitian deskriptif dan menggunakan teknik analisis regresi linier berganda. Teknik
pengumpulan data menggunakan kuesioner. Populasi dalam penelitian ini adalah konsumen yang pernah
menggunakan Gojek lebih dari dua kali dengan sampel sebanyak 100 responden. Teknik sampling yang digunakan
adalah nonprobability sampling dengan metode purposive sampling. Pengolahan data dilakukan dengan
menggunakan aplikasi SPSS 25 for windows. Berdasarkan hasil analisis deskriptif customer experience, brand
awareness dan loyalitas pelanggan secara keseluruhan berada dalam kategori baik. Hasil analisis regresi linier
berganda menunjukkan customer experience dan brand awareness secara simultan berpengaruh signifikan
terhadap loyalitas pelanggan Gojek di Kota Bandung. Besarnya pengaruh customer experience dan brand
awareness secara bersama-sama sebesar 68,1% terhadap loyalitas pelanggan dan sisanya 31,9% dipengaruhi
variabel lain yang tidak diteliti dalam penelitian ini. Secara parsial customer experience dan brand awareness
berpengaruh signifikan terhadap loyalitas pelanggan Gojek di Kota Bandung. Besarnya pengaruh paling tinggi
yaitu brand awareness kemudian diikuti oleh customer experience.
Kata kunci: Brand Awareness, Customer Experience, Loyalitas Pelanggan
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Abstract
This research is motivated by problems related to Customer Experience, Brand Awareness and Gojek Customer
Loyalty in Bandung. Based on pre-research results, Gojek customers in the city of Bandung have not been fully
loyal to Gojek, even customers can switch to other online transportation, which is commonly called Swinger's
behavior. This study aims to determine how much influence the Customer Experience and Brand Awareness of
Gojek Customer Loyalty in Bandung. This research uses quantitative methods with descriptive research type and
uses multiple linear regression analysis techniques. Data collection techniques using a questionnaire. The
population in this study are consumers who have used Gojek more than twice with a sample of 100 respondents.
The sampling technique used is nonprobability sampling with purposive sampling method. Data processing is
performed using the SPSS 25 for windows. Based on the results of a descriptive analysis of customer experience,
overall brand awareness and customer loyalty is in the good category. The results of multiple linear regression
analysis showed simultaneous customer experience and brand awareness significantly influence customer loyalty
in Gojek in the city of Bandung. The amount of influence of customer experience and brand awareness together
amounted to 68.1% of customer loyalty and the remaining 31.9% influenced by other variables not examined in
this study. Partially customer experience and brand awareness significantly influence customer loyalty Gojek in
the city of Bandung. The highest influence is brand awareness, followed by customer experience.
Keywords: Brand Awareness, Customer Experience, Customer Loyalty

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