PENGARUH CITRA MEREK GO-JEK DAN PROMOSI GO-JEK TERHADAP KEPUASAN PELANGGAN PENGGUNA GO-JEK DI SURABAYA

  • ROBANIA AFIATI PRASETYA
  • FINISICA DWIJAYATI PATRIKHA
DOI: https://doi.org/10.26740/jptn.v8n1.p%25p

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh Citra Merek serta Promosi pada kepuasan pelanggan pengguna fitur Go-pay. Jumlah sampel 200 orang menggunakan metode Purposive Sampling yaitu responden yang telah menggunakan fitur Gopay lebih dari dua kali. Pengumpulan data menggunakan angket dengan bantuan Google-form. Analisis regresi linier berganda digunakan untuk mengolah data dengan bantuan aplikasi SPSS versi 21. Hasil penelitian menunjukkan bahwa citra merek berpengaruh secara positif terhadap kepuasan pelanggan dengan koefisien sebesar 0,210, promosi berpengaruh positif terhadap kepuasan pelanggan dengan koefisien sebesar 0,451. Secara simultan variabel citra dan promosi berpengaruh positif terhadap kepuasan pelanggan dengan nilai F hitung sebesar 284,40. Penelitian ini diharap dapat menjadi referensi bagi peneliti selanjutnya yang ingin melakukan penelitian khususnya dibidang pemasaran.

Kata Kunci: Citra Merek, Promosi, Kepuasan Konsumen

 

The aims of this study were to determine the effect of Brand Image and Promotion on customer satisfaction of Go-pay users. The total sample is 200 people using the Purposive Sampling method is respondents who have used the Go-pay feature more than twice. The data collected using a questionnaire with the help of Google-form. Multiple linear regression analysis was used to process the data with the help of SPSS application version 21. The results showed that brand image had a positive effect on customer satisfaction with a coefficient of 0.210. The promotion had a positive effect on customer satisfaction with a coefficient of 0.451. Brand image and promotion had simultaneously had a positive effect on customer satisfaction with a calculated F value of 284.40. This research is expected to be a reference for further researchers who want to conduct research, especially in marketing.

 

Keywords: Brand Image , Promotion, Customer Satisfaction

Published
2020-01-28
How to Cite
AFIATI PRASETYA, R., & DWIJAYATI PATRIKHA, F. (2020). PENGARUH CITRA MEREK GO-JEK DAN PROMOSI GO-JEK TERHADAP KEPUASAN PELANGGAN PENGGUNA GO-JEK DI SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 8(1). https://doi.org/10.26740/jptn.v8n1.p%p
Issue
Vol 8 No 1 (2020)
Section
Article

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