PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN WISATAWAN NUSANTARA MENGGUNAKAN TRANSPORTASI ONLINE GRAB DI KUTA, BALI

  • Maria Laru Sendy Ludju Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • I Made Kusuma Negara Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana
  • Ni Putu Eka Mahadewi Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana

Abstract

This study aimed to explain the effect of service quality and brand image on the satisfaction of domestic tourists who used Grab online transportation in Kuta, Bali. The research method used in this research was quantitative and qualitative research methods (mix methods). Questionnaires were distributed to 150 domestic tourists with a sample determination method using purposive sampling. The method of data analysis used multiple linear regression analysis with SPSS 18.0 program. The results of this study stated that partially the quality of service had a positive and significant effect on the satisfaction of domestic tourists with the dominant dimension being the tangible dimension and brand I mage giving a positive and significant effect on the satisfaction of domestic tourists with the dominating dimension being the support of the brand association. Simultaneously, the quality of service and brand image had a positive and significant influence on the satisfaction of domestic tourists. The R Square value of 0.672 meant that 67,2% of tourist satisfaction could be explained by the variable service quality and brand image, while the remaining 32,8% was influenced by other variables not examined in this study.

Downloads

Download data is not yet available.

References

Faud, Muhammad. 2016. Pengaruh Persepsi Harga, Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan Pada Pengguna Bus Trans Jogja di Yogyakarta. Yogyakarta: Skripsi Program Studi Manajemen Fakultas Ekonomi Universitas Negeri Yogyakarta.
Malik, Prof. Dr. Muhammad Ehsan, Muhammad Mudasar Ghafoor dan Hafiz Khashif Iqbal. 2012. Impact of Brand Imagem, Service Quality and Price on Customer Satisfaction in Pakistan Telecommunication Sector. Pakistan: International Journal of Business and Social Science.
Puriani, Dewa Ayu Putu Mega. 2017. Pengaruh Brand Image dan Kualitas Pelayanan terhadap Kepuasan Wisatawan Dalam Memilih Taksi Blue Bird di Bali. Denpasar: Jurnal IPTA Vol. 5 No.1.
Sangadji, Etta Mamang & Sophia. 2013. Perilaku Konsumen Pendekatan PraktisDisertai: Himpunan Jurnal Penelitian. Yogyakarta: Andi.
Sinurat, Japuti, Fauzi Amrin, Arlina Lubis & Agus Ismawan. 2018. The Influence of Brand Image and Service Quality on Customer Satisfaction and It’s Effect on Customer Loyalty in Using Grab Online Transportation in Medan. Medan: International Organization of Scientific Research Journal of Businessand Management (IOSR-JBM).
Supranto, J. 2011. Pengukuran Tingkat Kepuasan Pelanggan. Jakarta: PT. Rineka Cipta.
Badan Pusat Statistik, 2018. Badan Pusat Statistik Provinsi Bali. Diakses pada tanggal 9 April 2019 dari https://bali.bps.go.id,
Carisinyal.2019. 10 Aplikasi Ojek Online Terbaik dan Terpopuler di Indonesia. Diakses pada tanggal 9 September 2019 dari https://www.carisinyal.com.
Detik. 2018. Grab: Kami Nomor Satu di Asia Tenggara. Diakses pada tanggal 2 Desember 2018 dari https://m.detik.com/inet/bussines/d-4319938/grab-kami-nomor-satu-di-asia-tenggara.
Tirto.id. 2018. Mentri Pariwisata: Nilai Transportasi Kita Masih Rendah. Diakses pada tanggal 8 November 2018 dari https://tirto.id/menteri-pariwisata-nilai-transportasi-kita-masih-rendah-c8FS.
Top Brand Award. 2019. Top Brand Index Kategori: Jasa Transportasi Online. Diakses pada tanggal 3 September 2019. https://www.topbrand-award.com/en/2018/07/jasa-transportasi-online-2018.
Published
2020-12-30
How to Cite
SENDY LUDJU, Maria Laru; KUSUMA NEGARA, I Made; EKA MAHADEWI, Ni Putu. PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN WISATAWAN NUSANTARA MENGGUNAKAN TRANSPORTASI ONLINE GRAB DI KUTA, BALI. Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 8, n. 2, p. 226-234, dec. 2020. ISSN 2548-7930. Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/68749>. Date accessed: 10 may 2021. doi: https://doi.org/10.24843/IPTA.2020.v08.i02.p07.

Most read articles by the same author(s)