Interaksi E-Service Quality, Kesadaran Merek, Kepercayaan dan Kepuasan Terhadap Minat Pembelian Kembali Dalam Transportasi On-Line Gojek

  • Ramadania Ramadania Fakultas Ekonomi dan Bisnis Universitas Tanjungpura

Abstract

Tujuan penelitian adalah untuk menyelidiki faktor yang mempengaruhi minat pembelian kembali dari pelayanan transportasi online yaitu Gojek pada kota Pontianak. Lebih khusus lagi, penelitian ini memeriksa hubungan antara variabel kualitas layanan elektronik, kesadaran merek, kepercayaan, dan kepuasan terhadap minat pembelian kembali pada layanan Go-Car, Go-Food, dan Go-Ride. Data dikumpulkan melalui survei dengan 170 responden. Pemodelan persamaan struktural digunakan untuk menguji hipotesis yang diajukan. Model penelitian diuji menggunakan data survei yang dianalisis dengan pemodelan persamaan struktural kuadrat terkecil parsial. Untuk layanan Go-Car dan Go-Food menunjukkan bahwa adanya pengaruh yang signifikan antara kualitas layanan elektronik dan kesadaran merek terhadap kepercayaan dan kepuasan, kemudian adanya pengaruh yang signifikan antara kepercayaan terhadap minat pembelian kembali. Sedangkan pada layanan Go-Ride ditemukan adanya hubungan tidak signifikan antara kesadaran merek terhadap kepercayaan, namun berpengaruh signifikan hubungan antara kepercayaan terhadap minat pembelian kembali.


Kata Kunci: kualitas layanan elektronik, kesadaran merek, kepercayaan, kepuasan pelanggan, minat pembelian kembali, transportasi online.

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Published
2020-08-31
How to Cite
RAMADANIA, Ramadania. Interaksi E-Service Quality, Kesadaran Merek, Kepercayaan dan Kepuasan Terhadap Minat Pembelian Kembali Dalam Transportasi On-Line Gojek. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], p. 267 - 282, aug. 2020. ISSN 2302-8890. Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/57648>. Date accessed: 20 oct. 2020.
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