ABSTRAK
Perkembangan zaman yang memajukan kemajuan teknologi membuat gaya hidup masyarakat dunia berubah secara signifikan, salah satunya dalam hal transportasi. Transportasi menjadi hal paling umum namun juga menjadi hal yang paling dibutuhkan oleh konsumen khsusunya masyarakat Indonesia. Karena pada dasarnya manusia melakukan perjalanan dan mobilisasi. Salah satu faktor penting untuk keberlangsungan bisnis adalah memiliki konsumen yang loyal. Untuk sampai pada tahap loyalitas pelanggan, tentunya ada beberapa faktor yang mempengaruhi, diantaranya adalah perceived quality, perceived value, dan kepuasan pelanggan pada suatu merek tersebut. Penelitian ini bertujuan untuk mengetahui pengaru perceived quality, perceived value, dan customer satisfaction terhadap customer loyalty pada konsumen GrabCar.
Penelitian ini menggunakan metode kuantitatif dan skala likert sebegai pengukuran. Populasi pada penelitian ini adalah pengguna GrabCar dengan sample 150 responden pengguna GrabCar yang berdomisili di Bandung. Adapun teknik analisis data yang digunakan pada penelitian ini adalah analisis regresi linear berganda dan diolah menggunakan SPSS 22 For Windows.
Berdasarkan uji hipotesis yang telah dilakukan, untuk variabel perceived quality memiliki nilai : 3,096 (to) > 1.65536 (t?), berpengaruh positif dan signifikan terhadap variabel customer loyalty. Untuk variabel perceived value memiliki nilai : 2,963 (to) > 1.65536 (t?), berpengaruh positif dan signifikan terhadap variabel customer loyalty. Untuk variabel customer satisfaction memiliki nilai : 9,354 (to) > 1.65536 (t?), berpengaruh positif dan signifikan terhadap variabel customer loyalty. Menunjukkan bahwa variabel perceived quality, perceived value, dan customer satisfaction terdapat pengaruh positif signifikan terhadap variabel customer loyalty.
Dapat disimpulkan bahwa terdapat pengaruh secara parsial untuk variabel perceived quality terhadap variabel customer loyalty sebesar 2,8%. Dan pengaruh perceived value terhadap variabel customer loyalty berpengaruh secara parsial sebesar 5,9%, dan untuk variabel customer satisfaction berpengaruh secara parsial sebesar 37,2%. Dapat disimpulkan bahwa customer satisfaction memiliki pengaruh paling utama untuk terciptanya customer loyalty pada konsumen GrabCar. Dan secara simultan, variabel perceived quality, perceived value, dan customer satisfaction memiliki pengaruh sebesar 45,8%.
Kata Kunci : Perceived Quality, Perceived Value, Customer Satisfaction, Customer Loyalty
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ABSTRACT
The development of the times that advance technological advances has made the lifestyle of the world community change significantly, one of which is in terms of transportation. Transportation is the most common but also the thing most needed by consumers especially the people of Indonesia. Because basically humans travel and mobilize. One important factor for business continuity is having loyal customers. To arrive at the customer loyalty stage, of course there are several factors that influence, including perceived quality, perceived value, and customer satisfaction on a brand. This study aims to determine the perceived quality, perceived value, and customer satisfaction impact on customer loyalty in GrabCar consumers.
This research uses a quantitative method and a Likert scale as a measurement. The population in this study is GrabCar users with a sample of 150 respondents GrabCar users who live in Bandung. The data analysis technique used in this study is multiple linear regression analysis and is processed using SPSS 22 for Windows.
Based on the hypothesis test that has been done, for the perceived quality variable has a value: 3.096 (to)> 1.65536 (t?), a positive and significant effect on the variable customer loyalty. For the variable perceived value has a value: 2.963 (to)> 1.65536 (t?), a positive and significant effect on the variable customer loyalty. For variable customer satisfaction has a value: 9.335 (to)> 1.65536 (t?), a positive and significant effect on the variable customer loyalty. Indicates that the variable perceived quality, perceived value, and customer satisfaction have a significant positive effect on the variable customer loyalty.
It can be concluded that there is a partial effect for the perceived quality variable on the variable customer loyalty of 2.8%. And the effect of perceived value on the variable customer loyalty partially influenced 5.9%, and for variable customer satisfaction partially influenced 37.2%. It can be concluded that customer satisfaction has the most important influence on the creation of customer loyalty for GrabCar consumers. And simultaneously, the variable perceived quality, perceived value, and customer satisfaction have an influence of 45.8%.
Keywords : Perceived Quality, Perceived Value, Customer Satisfaction, Customer Loyalty