Pengaruh Kualitas Pelayanan Driver Go-jek Terhadap Proses Keputusan Pembelian Layanan Go-food

Shasa Berlian Angraeni, Pramitha Aulia

Abstract

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan driver gojek terhadap keputusan
pembelian layanan Go-food dikalangan mahasiswa jurusan Administrasi Bisnis, Universitas Telkom
Bandung.Saya memilih objek penelitian ini karena menurut saya dengan adanya teknologi memudahkan
masyarakat yang kurang mengerti dengan kemajuan teknologi yang ada menjadi mengerti dengan adanya aplikasi
Go-food, sehingga mempermudah masyarakat dalam memesan makanan. Fenomena yang terjadi dalam penelitian
ini adalah pelayanan yang diterima di Go-food sedikit kurang enak misal banyak driver minta cancel dengan alasn
yang beragam yang membuat akun pelanggan diblokir sementara dan harus menunggu 1 jam, makin jaranga da
promo, berbelanja memakai gopay disalah satu mitra, saldonya terpotong tapi transaksi gagal, biaya langganan
Paylater yang semakin mahal, tidak mendapatkan point padahal melakukan transaksi diaplikasi gojek, nomor
driver tidak bisa dihubungi, penanganan masalah lambat.Penelitian ini menggunakan metode kuantitatif dengan
tujuan penelitian deskriptif dan kausal yang dilakukan dengan menyebarkan kuisioner sebanyak 30 orang
mahasiswa dengan sampel 400 yang di deskripsikan menurut jenis kelamin, fakultas/jurusan, nim, dan
umur.Penelitian ini menggunakan skala ordinal/likert dengan teknik analisis data deskriptif dan analisis regresi
linear sederhana. Dengan menggunakan dua variabel, yaitu variabel kualitas pelayanan sebagai variabel
independent(bebas) dengan menggunakan lima indikator penelitian,yaitu Keandalan(Realibility), Cepat
Tanggap(Responsiveness), Jaminan(Assurance), Berwujud (Tangible). Dan variabel kepuasan pelanggan sebagai
variabel dependent(terikat) dengan menggunakan lima indikator penelitian yaitu Pengenalan Masalah(Problem
Recognition), Pencarian Informasi( Information Search), Mengevaluasi Alternatif (Evaluation of Alternative),
Perilaku setelah pembelian (Post Purchase Behavior). Persamaan regresi pada penelitian ini adalah Y=1,417
+0,536 X. Berdasarkan hasil analisis sederhana didapatkan korelasi yakni 0,558. Koefisien regresi tersebut
bernilai positif yang berarti Kualitas Pelayanan Driver Go-jek memberikan pengaruh positif terhadap Proses
Keputusan Pembelian Layanan Go-Food(semakin tinggi/kuat Kualitas pelayanan Driver Go-jek, maka semakin
meningkat Proses Keputusan Pembelian Layanan Go-Food). Hal ini menunjukkan bahwa Kualitas Pelayanan
Driver Go-jek memberikan pengaruh sebesar 31,1 % terhadap Proses Keputusan Pembelian Layanan Go-Food,
sedangkan sisanya sebesar 68,9 % Keputusan pembelian Layanan Go-Food dipengaruhi oleh variabel lainnya
yang tidak diteliti.
Kata kunci: Kualitas Pelayanan, Kepuasan Pelanggan, Hubungan, Indikator dan Kuantitatif
ABSTRACT
This study aims to determine the effect of the service quality of gojek drivers on purchasing decisions for Go-food
services among students majoring in Business Administration, Telkom University Bandung. I chose the object of
this research because in my opinion technology makes it easier for people who do not understand technological
advances to understand. with the Go-food application, making it easier for people to order food. The phenomenon
that occurs in this research is that the service received at Go-food is a little less pleasant, for example, many
drivers ask to cancel for various reasons which cause the customer's account to be temporarily blocked and have
to wait 1 hour, there are less and less promos, shopping using Go-Pay with one of the partners, The balance is
cut but the transaction fails, Paylater subscription fees are increasingly expensive, do not get points even though
the transaction is applied to Gojek, driver numbers cannot be contacted, problem handling is slow. This research
uses quantitative methods with the aim of descriptive and causal research carried out by distributing 30 questionnaires students with a sample of 400 who were described according to gender, faculty / department, nim,
and age. This study used an ordinal / Likert scale with descriptive data analysis techniques and simple linear
regression analysis. By using two variables, namely the variable service quality as an independent variable (free)
using five research indicators, namely Reliability (Realibility), Quick Response (Responsiveness), Guarantee
(Assurance), Tangible (Tangible). And the variable of customersatisfaction asthe dependent variable (dependent)
using five research indicators, namely Problem Recognition, Information Search, Evaluation of Alternative, Post
Purchase Behavior. The regression equation in this study is Y = 1,417 +0,536 X. Based on the results of the
simple analysis, the correlation is 0.558. The regression coefficient is positive, which means that the Go-jek Driver
Service Quality has a positive influence on the Go-Food Service Purchase Decision Process (the higher / stronger
the service quality of Go-jek Drivers, the more Go-Jek Service Purchase Decision Process will be increased).
This shows that the Go-jek Driver Service Quality has an effect of 31.1% on the Go-Food Service Purchase
Decision Process, while the remaining 68.9% The Go-Food Service Purchase Decision Process is influenced by
other variables not examined.
Keywords: Service Quality, Customer Satisfaction, Relationships, Indicators and Quantitative

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