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

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 _________________________________________________________________________________________ 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