The Effect of Service Quality and Technology Utilization on Go-Jek Customer Satisfaction (Case Study on Students of the Faculty of Economics and Business, Medan Area University)

74 HalamanPenelitian ini bertujuan untuk Mengetahui “Pengaruh Kualitas Layanan Dan Pemanfaatan Teknologi Terhadap Kepuasan Pelanggan Gojek (Studi Kasus PadaMahasiswa Fakultas Ekonomi Dan Bisnis Universitas Medan Area)”. Jenis penelitian yang digunakan adalah penelitian kuantitatif asosiatif. Populasi dalam penelitian mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area yang berjumlah 102 orang dengan menggunakan teknik rumus slovin, maka diketahui jumlah sampel yang akan diteliti sebanyak 81 responden yang diambil dari sebagian populasi. Berdasarkan hasil uji hipotesis (uji t) bahwa variabel kualitas layanan berpengaruh positif dan signifikan terhadap perilaku konsumen. Dimana taraf signifikan α 5% nilai nilai thitung 5,773 > ttable 1,991 dan nilai p-value pada kolom sig. 0,000 < 0.05 artinya signifikan. Hal ini menjelaskan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan terhadap Gojek di Fakultas Ekonomi dan Bisnis Universitas Medan Area dan taraf siginifikan α 5% nilai nilai thitung 2,001 > ttable 1,991 dan nilai p-value pada kolom sig. 0,000 < 0.05 artinya signifikan. Hal ini menjelaskan pemanfaatan teknologi berpengaruh positif dan signifikan terhadap signifikan terhadap kepuasan pelanggan terhadap Gojek di Fakultas Ekonomi dan Bisnis Universitas Medan Area. This study aims to determine "The Influence of Service Quality and Technology Utilization on Gojek Customer Satisfaction (Case Study on Students of the Faculty of Economics and Business, University of Medan Area)". The type of research used is quantitative associative research. The population in the study was 102 students of the Faculty of Economics and Business, Medan Area University using the Slovin formula technique, it is known that the number of samples to be studied was 81 respondents taken from part of the population. Based on the results of the hypothesis test (t test) that the service quality variable has a positive and significant effect on consumer behavior. Where the significant level is 5%, the value of tcount is 5,773 > ttable is 1,991 and the p-value is in the sig column. 0.000 < 0.05 means significant. This explains that service quality has a positive and significant effect on customer satisfaction with Gojek at the Faculty of Economics and Business, Medan Area University and the significance level is 5%, the value of tcount is 2,001 > ttable 1,991 and the p-value is in the sig column. 0.000 < 0.05 means significant. This explains that the use of technology has a positive and significant effect on customer satisfaction with Gojek at the Faculty of Economics and Business, University of Medan Area