ANALYSIS OF ONLINE TRANSPORTATION CUSTOMER SATISFACTION IN VIEW FROM BRAND IMAGE, E-SERVICE QUALITY AND SECURITY FACTORS

Abstract

Transportasi online telah menjadi bagian penting dari kehidupan sehari-hari banyak orang di era digital saat ini. Kepuasan konsumen dalam penggunaan transportasi online menjadi faktor kritis yang memengaruhi pertumbuhan dan kesuksesan platform-platform tersebut. Tujuan utama peneliti ini untuk menganalisis pengaruh brand image, e-service quality, dan faktor keamanan terhadap kepuasan konsumen pengguna transportasi online Sampel dalam penelitian ini berjumlah 150 pengguna transportasi online yang ditentukan dengan pendekatan convenience sampling. Analisis data menggunakan aplikasi SPSS dengan menampilkan hasil pengolahan data melalui uji instrumen penelitian dengan uji validitas dan reabilitas, analisis regresi berganda, koefisien determinasi dan uji hipotesis. Berdasarkan hasil analisis data menyimpulkan brand image, e-service quality, dan keamanan berpengaruh positif dan signifikan terhadap kepuasan konsumen. Implikasi penelitian menginformasikan kepuasan konsumen dapat membantu identifikasi kekurangan dalam layanan pelanggan pada platform transportasi online. Penelitian ini dapat menyoroti area-area di mana konsumen mengalami kesulitan atau ketidakpuasan, seperti respons lambat terhadap pertanyaan atau keluhan, atau kurangnya dukungan pelanggan yang memadai dari platform transportasi online. Online transportation has become an important part of the daily life of many people in today's digital era. Consumer satisfaction in using online transportation is a critical factor influencing the growth and success of these platforms. The main objective of this research is to analyze the effect of brand image, e-service quality, and safety factors on consumer satisfaction with online transportation users. The sample in this study was 150 online transportation users who were determined by a convenience sampling approach. Data analysis uses the SPSS application by displaying the results of data processing through research instrument tests with validity and reliability tests, multiple regression analysis, coefficient of determination and hypothesis testing. Based on the results of data analysis concluded that brand image, e-service quality, and security have a positive and significant impact on customer satisfaction. The research implications of informing consumer satisfaction can help identify deficiencies in customer service on online transportation platforms. This research can highlight areas where consumers experience difficulty or dissatisfaction, such as slow responses to inquiries or complaints, or lack of adequate customer support from online transportation platforms