THE INFLUENCE OF SERVICE QUALITY TOWARD CUSTOMER SATISFACTION (STUDY CASE OF GOJEK MOTORCYCLE TAXI)

Abstract

This research objective is find out the influence of Service Quality towards Customer Satisfaction (Study case of Gojek Motorcycle Taxi). This research limits only on tangibles (X1), reliability (X2), responsiveness (X3), assurance (X4), empathy (X5), and customer satisfaction (Y). The methodology used is quantitative research in conducting the research. Purposive sampling method was used to choose the respondents. There are 210 respondents. In term of data collection, this research utilized primary data. As primary data the researcher used survey (questionnaires) as research instrument. Researcher employed SPSS tool to analyze the data collected from questionnaires. Data analysis technique used is multiple linear regressions with least squares equation and test hypothesis using tstatistic for testing the partial regression coefficients and F-statistic to test the effect together with a significance level of 5%. It also tested the classical assumptions that included that test of normality test, heterocedascity test, and multicollinearity test. This shows the available data has been qualified using multiple regressions equation model. The test results showed that 60.2% of dependent variable affected by independent variable and the rest of 39.8% affected by another factor.