Analisis Pengaruh Kualitas Pelayanan dan Biaya Transportasi Terhadap Pemilihan Ojek Online

Nababan, Ines Juniarta (2020) Analisis Pengaruh Kualitas Pelayanan dan Biaya Transportasi Terhadap Pemilihan Ojek Online. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Rumusan masalah pada penelitian ini adalah: 1) Bagaimana pengaruh kualitas pelayanan terhadap pemilihan moda transportasi ojek online di Universitas Kristen Indonesia, 2) Bagaimana pengaruh biaya transportasi atau presepsi harga terhadap pemilihan moda transportasi ojek online di Universitas Kristen Indonesia. Populasi pada penelitian ini adalah Mahasiswa Universitas Kristen Indonesia yang menggunakan transportasi ojek online. Teknik pengambilan data menggunakan kuesioner yang telah diuji validitas dan reabilitasnya. Teknik analisis data menggunakan analisis deskriptif dan metode kuantitatif yang diguanakan adalah regresi linier berganda. Hasil penelitian ini menunjukan (1) Terdapat pengaruh positif kualitas pelayanan terhadap kepuasan Mahasiswa dalam memilih transportasi ojek online di Universitas Kristen Indonesia. Hal ini dibuktikan dari nilai t hitung sebesar 10,531 dengan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05 (0,000<0,05), dan koefisien regresi mempunyai nilai positif sebesar 0,358. (2) Terdapat pengaruh positif biaya transportasi atau presepsi harga terhadap kepuasan Mahasiswa dalam memilih transportasi ojek online di Universitas Kristen Indonesia. Hal ini dibuktikan dari nilai t hitung sebesar sebesar 4,798 dengan nilai signifikan sebesar 0,000 (0,00<0,05) dan koefisisen regresi mempunyai nilai positif sebesar 0,328. (3) Terdapat pengaruh kualitas pelayanan dan biaya transportasi secara bersama sama terhadap kepuasan mahasiswa dalam memilih transportasi ojek online di Universitas Kristen Indonesia. Hal ini dibuktikan dengan nilai F hitung sebesar F hitung sebesar 252,870 dengan signifikansi sebesar 0,000 (0,00<0,05). Kata kunci: Transportasi Online, Ojek Online, Efektivitas, Kualitas Pelayanan, Biaya Transportasi atau Presepsi Harga, Kepuasan Penumpang. / The problem formulation in this research is: 1) How to influence the quality of service on the selection of transportation mode online Ojek at the Christian University of Indonesia, 2) How to influence the cost of transportation or price preconception to the selection of transportation mode online Ojek at Universitas Kristen Indonesia. The population in this research is a University of Christian Indonesia students who use online Ojek transportation. The data retrieval technique uses a questionnaire that has tested its validity and reliability. Data analysis techniques using descriptive analysis and quantitative methods used are multiple linear regression. The results of this research show (1) there is a positive influence of quality of service to the satisfaction of students in choosing the transportation of online Ojek at the Christian University of Indonesia. It is evidenced from the calculated T value of 10.531 with a significance value of 0.000 smaller than 0.05 (0,000 < 0.05), and the regression coefficient has a positive value of 0.358. (2) There is a positive influence on the cost of transportation or price preconception to the satisfaction of students in selecting the transportation of online Ojek at the Christian University of Indonesia. This is evidenced from the calculated T value of 4.798 with a significant value of 0.000 (0.00 < 0.05) and regression efficiency has a positive value of 0.328. (3) There is an influence on the quality of service and transportation costs together to the satisfaction of students in choosing the transportation of online Ojek at the Christian University of Indonesia. This is evidenced by the F count value of F count of 252.870 with significance of 0.000 (0.00 < 0.05). Keywords: transportation Online, Ojek Online, effectiveness, service quality, transportation cost or price preconception, passenger satisfaction.

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