Relationship Quality Terhadap Preferences Customer Menggunakan Layanan Go-Ride (pada Customer Go-Jek Kota Bandung)

Dhea Nashahta, Putu Nina Madiawati

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh relationship quality terhadap preferences customer menggunakan layanan Go-Ride Go-Jek, dimana relationship quality menghasilkan respon dari konsumen pengguna Go-Jek yang diinginkan. Tujuan dilakukannya penelitian ini adalah untuk mengetahui besaran pengaruh relationship quality (yang terdiri dari trust, commitment, communication quality, cultural similarity dan balance interdependence) terhdap preferences cutomer menggunakan layanan Go-Ride Go-Jek pada customer Go-Jek di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif. Teknik pengambilan sampel dilakukan dengan teknik random sampling, dengan jumlah responden 100 orang yang menggunakan layanan Go-Ride Go-Jek. Teknik analisis data yang digunakan adalah analisis deskriptif, method of successive intervals (MSI), uji asumsi klasik, analisis regresi linear berganda, analisis korelasi, dan analisis determinasi. Berdasarkan hasil pengujian hipotesis menunjukan bahwa relationship quality (yang terdiri dari trust, commitment, communication quality, cultural similarity dan balance interdependence) berpengaruh positif dan signifikan terhadap preferences costumer menggunakan layanan Go-Ride Go-Jek. Kesimpulan penelitian ini, relationship quality (yang terdiri dari trust, commitment, communication quality, cultural similarity dan balance interdependence), dan preferences customer masuk kedalam kategori cukup. Maka perusahaan perlu meningkatkan seluruh sub variabel relationship quality yang mana cukup besar mempengaruhi terhadap preferences. Kata kunci : Go-Ride, Gojek Relationship Quality, Preferences Abstract This study was conducted to determine the effect of relationship quality on customer preferences using Go-Ride Go-Jek service, where relationship quality produces responses from consumers of Go-Jek users desired. The purpose of this research is to know the magnitude of relationship quality influence (consisting of trust, commitment, communication quality, cultural similarity and balance interdependence) to cutomer preferences using Go-Ride Go-Jek service to Go-Jek customer in Bandung City. ISSN : 2355-9357 e-Proceeding of Management : Vol.5, No.1 Maret 2018 | Page 1169 This research uses quantitative method with descriptive research type. The sampling technique was done by random sampling technique, with the number of respondents 100 people using Go-Ride Go-Jek service. Data analysis techniques used are descriptive analysis, method of successive intervals (MSI), classical assumption test, multiple linear regression analysis, correlation analysis, and determination analysis. Based on the results of hypothesis testing showed that relationship quality (consisting of trust, commitment, communication quality, cultural similarity and balance interdependence) has a positive and significant impact on customer preferences using Go-Ride Go-Jek service. The conclusion of this study, relationship quality (which consists of trust, commitment, communication quality, cultural similarity and balance interdependence), and customer preferences into the category enough. Then companies need to improve all sub variable relationship quality which is big enough to affect the preferences Keywords: Go-Ride, Gojek, Relationship Quality, Preferences

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