PENGARUH KUALITAS PELAYANAN DAN NILAI PELANGGAN TERHADAP  KEPUASAN KONSUMEN PENGGUNA  OJEK ONLINE MAXIM DI KOTA MAKASSAR

Muliati Muliati; Ibrahim Ibrahim; Ali  Hanafi

doi:10.51878/social.v5i3.7036

Authors

Muliati Muliati Prodi Adimistrasi Publik, Universitas Pejuang R.I Makassar
Ibrahim Ibrahim Prodi Adimistrasi Publik, Universitas Pejuang R.I Makassar
Ali Hanafi Prodi Adimistrasi Publik, Universitas Pejuang R.I Makassar

DOI:

https://doi.org/10.51878/social.v5i3.7036

Keywords:

Kepuasan Konsumen, Nilai Pelanggan, Kualitas Pelayanan

Abstract

This research is motivated by the gap between the ideal service offered by online motorcycle taxi service Maxim and operational issues in the field, such as inaccurate GPS and inconsistent fares, which have the potential to reduce customer satisfaction in Makassar City. Amidst intense industry competition, a deep understanding of the determinants of satisfaction is crucial. Therefore, this study focuses on analyzing the influence of service quality and customer value on customer satisfaction among Maxim users. This study uses a causal quantitative approach by distributing questionnaires to 80 respondents selected through incidental sampling. The collected data were analyzed using multiple linear regression after meeting validity, reliability, and classical assumptions. The results of the analysis indicate that service quality and customer value simultaneously and partially have a positive and significant effect on customer satisfaction. However, the main finding reveals that customer value (beta coefficient 0.722) has a much more dominant influence than service quality (beta coefficient 0.217). It is concluded that although service quality is important, customers' holistic perception of the benefits received compared to the sacrifices incurred is the strongest factor in shaping satisfaction.

ABSTRAK
Penelitian ini dilatarbelakangi oleh adanya kesenjangan antara layanan ideal yang ditawarkan ojek online Maxim dengan permasalahan operasional di lapangan, seperti GPS yang tidak akurat dan tarif yang inkonsisten, yang berpotensi menurunkan kepuasan konsumen di Kota Makassar. Di tengah persaingan industri yang ketat, pemahaman mendalam terhadap faktor penentu kepuasan menjadi krusial. Oleh karena itu, penelitian ini berfokus untuk menganalisis pengaruh kualitas pelayanan dan nilai pelanggan terhadap kepuasan konsumen pengguna Maxim. Penelitian ini menggunakan pendekatan kuantitatif kausal dengan menyebarkan kuesioner kepada 80 responden yang dipilih melalui incidental sampling. Data yang terkumpul dianalisis menggunakan regresi linear berganda setelah memenuhi uji validitas, reliabilitas, dan asumsi klasik. Hasil analisis menunjukkan bahwa kualitas pelayanan dan nilai pelanggan secara simultan dan parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen. Namun, temuan utama mengungkapkan bahwa nilai pelanggan (koefisien beta 0,722) memiliki pengaruh yang jauh lebih dominan dibandingkan kualitas pelayanan (koefisien beta 0,217). Disimpulkan bahwa meskipun kualitas pelayanan penting, persepsi holistik pelanggan terhadap manfaat yang diterima dibandingkan pengorbanan yang dikeluarkan merupakan faktor terkuat dalam membentuk kepuasan.

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