Pengaruh Price Fairness Dan Service Quality Terhadap Customer Satisfaction Dan Customer Loyalty Pada Layanan Go-Ride Di Surabaya

PT Gojek Indonesia merupakan pelopor perusahaan penyedia jasa ojek online yang berbasis aplikasi mobile di Indonesia. Salah satu layanan yang ditawarkan Go-Jek adalah layanan antar jemput penumpang yang dikenal dengan nama Go-Ride. Di wilayah Surabaya, Go-Ride mulai beroperasi pada pertengahan tahun 2015. Sebagai pelopor sekaligus perusahaan baru, kemunculan pesaingpesaing baru dengan berbagai strategi harga dan layanan yang ditawarkannya dapat mengancam tingkat loyalitas pelanggan Go-Ride. Oleh sebab itu, dilakukan penelitian yang bertujuan untuk melihat bagaimana price fairness dan service quality mempengaruhi customer satisfaction dan customer loyalty pada layanan Go-Ride di Surabaya. Pada penelitian ini digunakan metode Structural Equation Modelling (SEM) untuk mengetahui hubungan antarvariabel tersebut. Data penelitian diperoleh melalui penyebaran kuesioner dan sampel atau responden yang digunakan dalam penelitian ini berjumlah 400 responden. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif yang signifikan dari variabel price fairness dan variabel service quality terhadap variabel customer satisfaction, akan tetapi kedua variabel tersebut tidak berpengaruh signifikan secara langsung terhadap variabel customer loyalty. Hasil penelitian juga menunjukkan adanya pengaruh positif signifikan customer satisfaction terhadap customer loyalty. Berdasarkan hal tersebut dapat disimpulkan bahwa customer satisfaction berperan sebagai perantara bagi price fairness dan service quality dalam membentuk customer loyalty pada layanan GoRide di Surabaya. ======================================================================================================== PT Gojek Indonesia is the pioneer of mobile application and online based motorbike taxi providing company in Indonesia. One of its services is a motorbike taxi for passenger known as Go-Ride. Go-Ride started operating its service in Surabaya since June 2015. As a pioneer and as a brand new company, the emergence of the new coming competitors with their own service and pricing strategies could be a threat for the customer loyalty of Go-Ride’s existing customers. Therefore, it is necessary to do research to see how price fairness and service quality affect customer satisfaction and customer loyalty in Go-Ride Surabaya. In this research, Structural Equation Modeling (SEM) method was used in order to find the impacts of each variable on the other variables. The datas of this research obtained through questionnaire and a number of 400 responds were obtained. Results of this study show that there is a significant positive effect of price fairness on customer satisfaction and service quality on customer satisfaction, but these two variables (price fairness and service quality) do not have significant effect on customer loyalty directly. The results also show a positive significant effect of customer satisfaction on customer loyalty. Based on the results, it can be concluded that customer satisfaction plays a role as an intermediary for price fairness and service quality in creating customer loyalty in Go-Ride Surabaya