Analisis Kepuasan dan Keputusan Penggunaan Kembali Jasa Ojek Online Mahasiswa ITS dengan Metode Structural Equation Modeling

Dian Vitiana Ningrum, Setiawan Setiawan, Mohamad Atok
Submission Date: 2019-07-28 21:06:38
Accepted Date: 2020-02-03 00:00:00

Abstract


Mahasiswa ITS dengan karakteristik tingkat mobilitas tinggi. memberikan peluang untuk menggunakan aplikasi ojek online. Adanya pemanfaatan ojek online memberikan kesan terhadap pelayanan, kemudahan akses aplikasi dan berbagai bentuk pelayanan lainnya yang dapat dikategorikan sebagai bentuk kepuasan konsumen/pengguna. Tujuan dari penelitian ini adalah menganalisis kepuasan dan keputusan penggunaan kembali jasa ojek online. Dalam penelitian ini digunakan data primer dan dianalisis dengan menggunakan metode Structural Equation Modeling (SEM). Hasil analisis SEM menunjukkan variabel Sustainability berpengaruh terhadap kepuasan pelanggan, dan kepuasan pelanggan mempunyai pengaruh terhadap keputusan penggunaan kembali jasa ojek online. Variabel Sustainability mempunyai pengaruh langsung dan tidak langsung terhadap keputusan penggunaan kembali jasa ojek online mahasiswa ITS.

Keywords


Kepuasan Konsumen; Keputusan Penggunaan Kembali; Structural Equation Modeling

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