Pengaruh Kualitas Pelayanan Terhadap Citra Go-jek Pada Mahasiswa Ilmu Komunikasi Universitas Islam Riau

ABSTRACT THE EFFECT OF SERVICE QUALITY ON GO-JEK’S IMAGE ON STUDENTS OF FIKOM IN UNIVERSITAS ISLAM RIAU ARY SUJATMIKO Reg.No.169110210 This study aims to determine the effect of service quality on the image of Go-Jek on FIKOM students in Universitas Islam Riau. This type of research is associative and aims to determine the relationship between two or more variables with a quantitative approach because this research is data in the form of numbers that can be counted. The population in this study was FIKOM students who used the Go-Jek application from the 2016 to 2020 grades, with a total of 1,246 people. With a probability sampling technique, which is a sampling technique that provides equal opportunities for each element or member of the population to be selected as a sample and the sampling method used is simple random sampling, which is a random sampling technique, regardless of the strata in the population, with a simple random sampling of 93 FIKOM students. The Likert scale is used to measure a person's attitudes, opinions, and perceptions about social phenomena, then these indicators are used as benchmarks to develop instruments that can be in the form of statements or questions. The statistical measurement of the sample in this study was carried out using the Statistical Package for Social Science (SPSS) computer program, to determine the significance of each difference in the mean value of each variable. From the results of the t-test, the t-count value is 7.475, which is greater than the t-table of 1.985, so service quality has a significant effect on Go-Jek's image, while the R2 test with a correlation coefficient (R) of 0.617 means that there is a strong relationship between service quality on the image of Go-Jek and the value of the coefficient of determination (R2) is 0.380, which means that the quality of service has an influence of 38% on the image of Go-Jek, the remaining 62% is influenced by factors not examined