ANALISIS PENGARUH SERVICE QUALITY, CUSTOMER SERVICE, PRICE, VALUE ADDED SERVICES TERHADAP BRAND SWITCHING INTENTION MELALUI CUSTOMER SATISFACTION PADA PENGGUNA GO-JEK DI SURABAYA

Abstract

In this era, transportation has become an important part of people's lives. With the advent of new technologies many companies and business people are innovating to create an online-based transportation business model that is easy to access. With online transportation, people are starting to switch from regular public transportation to online transportation. One of the companies engaged in online transportation is Go-jek. Go-jek's presence makes it easy for users to meet their daily needs efficiently. This study aims to determine how the influence of Service Quality, Customer Service, Price, and Value Added Service on Brand Switching Intention through Customer Satisfaction. The expected benefit of this research is to increase knowledge in the field of management, especially how much influence is Customer Satisfaction so as to increase Brand Switching Intention which will ultimately increase the sustainable use of Go-jek companies. This research is causal research. The research method used is a quantitative method with data processing using SPSS. Data collection was carried out by distributing questionnaires to 155 respondents with the characteristics of male and female respondents aged 18-60 years, had used additional Go-jek services, had used applications other than Go-jek, used the Go-jek application at least 2 times in the last 3 months. The results showed that the Service Quality variable was not a significant positive effect on Customer Satisfaction with a regression coefficient of 0.129; Customer Service variable is not a significant positive effect on Customer Satisfaction with a regression coefficient of 0.024; Price variable significantly positive effect on Customer Satisfaction with a regression coefficient of 0.302; Value Added Service variable has a significant positive effect on Customer Satisfaction with a regression coefficient of 0.317; Customer Satisfaction variable has a significant positive effect on Brand Switching Intention with a regression coefficient of 0.689