ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI TINGKAT KEPUASAN PELANGGAN GO-RIDE KOTA YOGYAKARTA MENGGUNAKAN METODE IMPORTANCE PERFORMANCE ANALYSIS (IPA)

MARITO SIMBOLON, CANDRA (2018) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI TINGKAT KEPUASAN PELANGGAN GO-RIDE KOTA YOGYAKARTA MENGGUNAKAN METODE IMPORTANCE PERFORMANCE ANALYSIS (IPA). Skripsi thesis, Institut Teknologi Dirgantara Adisutjipto.

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Abstract

Every transportation service is required to always be sensitive to changes that occur in the market and be able to create creative ideas. The purpose of this study is (1) To analyze the quality of service and the level of satisfaction of Go-Ride consumers. The study was conducted in the Go-Ride operational area in Yogyakarta City in May 2018. The population used was all consumers in the Go-Ride operational area in Yogyakarta City in May 2018. In this study, the number of samples was set at 105 respondents. Data processing in this study includes various stages, namely the validity and reliability tests of research instruments, Importance and Performance Rating Analysis (IPA). Based on the results of the data analysis, it can be concluded that (1) Of the five dimensions of Go-Ride customer satisfaction, the responsiveness and reliability dimensions have a service performance level below the average of 3.278 and 3.194 (Medium), even though the level of importance is high (Quadrant I). Thus, it can be concluded that the responsiveness and reliability dimensions are dimensions whose performance must be improved by Gojek.

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