PENGEMBANGAN MODEL KEPUASAN PELANGGAN PADA JASA PENGIRIMAN GOSEND
Abstract
ABSTRAK
Pertumbuhan e-commerce yang semakin meningkat memerlukan layanan pengiriman barang sehingga bisa sampai ke pelanggan tepat waktu. Pandemi Covid-19 membuat masyarakat perlu menerapkan social distancing dan mengurangi interaksi tatap muka. Layanan pengiriman dengan GoSend menjadi salah satu alternatif guna tetap memberikan pelayanan pengiriman barang ke pelanggan dengan cepat serta mudah karena dapat menggunakan aplikasi untuk melakukan pengiriman barang dan pengiriman dilakukan pada hari yang sama. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi kepuasan dan loyalitas pengguna layanan GoSend. Metode yang digunakan yaitu Partial Least Square. Sampel penelitian ini terdiri dari 78 responden. Model penelitian yang digunakan adalah Logistic Service Quality, Brand Image, Promotion, Price, dan Customer Satisfaction. Hasil penelitian ini menunjukkan Brand Image dan Price berpengaruh pada Customer Satisfaction.
Kata kunci: customer satisfaction, jasa pengiriman, PLS-SEM
ABSTRACT
The increasing growth of e-commerce requires delivery of goods so that it can reach customers on time. The Covid-19 pandemic has forced people to implement social distancing and reduce face-to-face interactions. Delivery service with GoSend is an alternative in order to continue to provide delivery services to customers quickly and easily because they can use the application to deliver goods and delivery is done on the same day. This study aims to determine the factors that influence the satisfaction and loyalty of GoSend service users. The method used is Partial Least Square. The sample of this study consisted of 78 respondents. The research model used is Logistic Service Quality, Brand Image, Promotion, Price, and Customer Satisfaction. The results of this study indicate that Brand Image and Price have an effect on Customer Satisfaction.
Keywords: customer satisfaction, jasa pengiriman, PLS-SEM
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