Pengaruh Kepuasan dalam Memoderasi Citra Perusahaan dan Kepercayaan Terhadap Loyalitas Pengguna Aplikasi Go-Jek di Kota Pekanbaru
DOI:
https://doi.org/10.25299/kiat.2021.vol32(2).8273Keywords:
Citra Perusahaan, Kepercayaan, Kepuasan, LoyalitasAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan dalam memoderasi citra perusahaan dan kepercayaan terhadap loyalitas pengguna aplikasi Go-Jek di Kota Pekanbaru. Penelitian ini menggunakan data primer yaitu data yang diperoleh dari hasil kuesioner kepada pengguna Go-Jek di Kota Pekanbaru. Data sekunder yang diperoleh berkaitan dengan literatur yang berhubungan dengan peneliti. Sampel dalam penelitian ini sebanyak 160 orang, diambil dengan metode Accidental Sampling. Metode analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Structural Equation Model (SEM) dengan bantuan program SmartPLS. Hasil penelitian menunjukkan bahwa 1) Citra perusahaan berpengaruh positif dan signifikan terhadap loyalitas, 2) Kepercayaan berpengaruh positif dan signifikan terhadap loyalitas, 3) Kepuasan berpengaruh positif dan signifikan terhadap loyalitas, 4) Kepuasan mampu memoderasi citra perusahaan pada loyalitas secara positif, dan 5) Kepuasan mampu secara negatif memoderasi kepercayaan terhadap loyalitas.
This study aims to determine the effect of satisfaction in moderating corporate image and trust on user loyalty Go-Jek application in Pekanbaru City. This study uses primary data, namely data obtained from the results of a questionnaire to Go-Jek users in Pekanbaru City. Secondary data obtained are related to the literature related to researchers. The sample in this study was 160 people, taken by the Accidental Sampling method. The analytical method used in this research is to use the analysis of the Structural Equation Model (SEM) with the help of the SmartPLS program. The results showed that 1) Corporate image has a positive and significant effect on loyalty, 2) Trust has a positive and significant effect on loyalty, 3) Satisfaction has a positive and significant effect on loyalty, 4) Satisfaction is able to moderate corporate image on loyalty positively, and 5) Satisfaction is able to negatively moderate trust towards loyalty.
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