Go-Jek business customers service quality significant efectifly to customer satisfaction in pematangsiantar region (case study of Simalungun University students)

Abstract

The research objective was to analyze the effect of tangible evidence, reliability, responsiveness, assurance and empathy on GO-JEK customer satisfaction. The method used is the quantitative method, the sampling technique with the purposive sampling method. There are 100 students of Simalungun University who have used the Go-Ride service of PT. GO-JEK more than 2 times. The test used with multiple linear regression analysis, t test, F test and determination coefficient test ( Adj R2). According to the t test results obtained Tangible has a significant effect on costumer satisfaction in GO-JEK transportation service business with tcount > ttable of 2.018 > 1.985, reliability has a significant effect on customer satisfaction in the GO-JEK transportation service business with tcount > ttable of 2.293 > 1.985, responsiveness is has significant effect on customer satisfaction in the GO-JEK transportation service business with tcount tcount < ttable of 2.172 > 1.985, Assurance or guarantee have effect on customer satisfaction in GO-JEK transportation service business with tcount < ttable of 2.498 > 1.985, and empathy has significant effect on consumer satisfaction in the business GO-JEK transportation services with tcount < ttable of 2.150 > 1.985, determination test R2 = 0.537 which means explaining the magnitude of the influence of tangible, reliability, responsiveness, assurance, and empathy on customer satisfaction is 53.7% and the remaining 46.3% is explained by other variables. Keywords: Customer satisfaction; customers service; Go-Jek