Pengaruh Harga dan Reputasi Perusahaan Terhadap Loyalitas Penggunaan Aplikasi Gojek

Muthia Afridita - Universitas Negeri Padang
Rose Rahmidani - Universitas Negeri Padang

Abstract


The purpose of this study was to determine the effect of price and company reputation on loyalty to the use of the Gojek application for students at the State University of Padang. The research method used in this research is descriptive quantitative. The population in this study were students of the State University of Padang. The number of research samples was determined using the Cochran formula as many as 100 people and selected using a non-probability sampling method with a purposive sampling technique. The data used is the type of primary data obtained through distributing questionnaires to Padang State University students with predetermined criteria. The analytical method used is multiple regression analysis using SPSS 20. The results show that (1) Price and Company Reputation have a significant effect on Customer Loyalty, (2) Price has a significant effect on Customer Loyalty, (3) Company Reputation has a significant effect on Customer Loyalty.

Keywords: price, company reputation, customer loyalty

Full Text:

PDF

References


Basir, M., Modding, B., Kamase, J., & Hasan, S. (2015). Effect of Service Quality, Orientation Services and Pricing on Loyalty and Customer Satisfaction in Marine Transportation Services. International Journal of Humanities and Social Science Invention, 4(6), 1–6.

Ghufrony, A. (2016). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Dan Loyalitas Pelanggan Pada Toko Retail Bahan-Bahan Bangunan Di Kecamatan Dungkek. PERFORMANCE “ Jurnal Bisnis & Akuntansi,” 6(1).

Gul, R. (2014). The Relationship between Reputation , Customer Satisfaction , Trust , and Loyalty. 4(3).

https://m-tribunnews-com.cdn.ampproject.org/v/s/m.tribunnews.com/amp/bisnis/2019/01/31/survei-tahun-lalu-konsumen-lebih-banyak-gunakan-grab-dibandingkan-gojek?amp_js_v=a2&amp_gsa=1&usqp=mq331AQFKAGwASA%3D#aoh=15933292329263&referrer=https%3A%2F%2Fwww.goog. (n.d.).

https://republika.co.id/berita/pelfk8284/kppu-pangsa-pasar-gojek-hampir-80-persen. (n.d.).

https://www.topbrand-award.com/top-brand-index/?tbi_find=gojek. (n.d.).

Iskandar, N., & Hengestu, D. A. (2017). PENGARUH CITRA MEREK DAN HARGA TERHADAP LOYALITAS PELANGGAN AIR MINUM DALAM KEMASAN. Jurnal Riset Manajemen Dan Bisnis, 2(3), 363–372.

Laely, N. (2016). Analisis Pengaruh Kepercayaan dan Harga Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pada PT. Telkomsel di Kota Kediri. Ilmu Ekonomi & Manajemen, 3(2), 61–74. s

Mahmud, A., Jusoff, K., & Hadijah, S. T. (2013). The effect of service quality and price on satisfaction and Loyalty of Customer of commercial flight service industry. World Applied Sciences Journal, 23(3), 354–359. https://doi.org/10.5829/idosi.wasj.2013.23.03.13052

Mardiana Fera, R. R. (2020). Pengaruh Harga, Kepercayaan dan Citra Perusahaan Terhadap Loyalitas Pelanggan Perusahaan Otobus Kurnia (PO. Kurnia) Rute Padang-Medan. EcoGen, 3, 232–241.

Reonald, N. (2017). Pengaruh Reputasi Perusahaan Rental Dan Relationship Value Terhadap Kepercayaan Dan Komitmen Serta Loyalitas Perusahaan Pengguna Jasa Persewaan Kendaraan Di Provinsi Kalimantan Timur. Jurnal Ekonomika : Manajemen, Akuntansi, Dan Perbankan Syari’ah, 5(2).

Sari, H. V. P., & Andjarwati, A. L. (2018). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Dengan Kepuasan Sebagai Variabel Intervening (Studi Pada Konsumen Biskuit Oreo Di Carrefour Surabaya). Jurnal Ilmu Manajemen (JIM), 6(1).

Sembeng, L. L., Sumarauw, J., & Raintung, M. (2016). PENGARUH PROMOSIONAL MIX TERHADAP LOYALITAS PELANGGAN KARTU HALO PADA PT. TELKOMSEL GRAPARI MANADO. 4(1), 11–22.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Suharimi, A. (2014). Prosedur Penelitian Suatu Pendekatan Praktik. Rineka Cipta.

Utari, D. S. & Sutrisna, E. (2015). Pengaruh Reputasi Perusahaan Terhadap Loyalitas Nasabah Pada Jasa Asuransi (Kasus pada PT. Asuransi BSAM Cabang Pekanbaru). 2(2).

Wiska, M. (2018). PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP LOYALITAS PELANGGAN TELKOMSEL DI KOTA PADANG. 2(12).




DOI: http://dx.doi.org/10.24036/jmpe.v5i1.12761