Pengaruh Customer Experience dan Perceived Quality terhadap Minat Pembelian Ulang Transportasi Online Aplikasi Gojek (Studi pada Pengguna Transportasi Online Aplikasi Gojek di Kota Medan)

Abstract

This study aims to analyze the effect of customer experience and perceived quality on the repurchase interest of online transportation users of the Gojek application in Medan City. The background of this research is based on the rapid development of technology and the increasing public need for efficient and convenient transportation services. Gojek, as one of the leading online transportation applications, needs to understand the factors that influence customer loyalty to maintain and increase its market share. The research method used is a survey with a quantitative approach, where data is collected through a questionnaire distributed to 100 Gojek user respondents. The questionnaire consists of questions that measure customer experience, perceived quality, and repurchase intention. The data obtained was analyzed using multiple linear regression analysis to test the effect of each independent variable on the dependent variable. The results showed that customer experience has a positive and significant effect on repurchase intention, with a tcount value of 9.742 which is greater than the t table and a significance level of 0.000 which is smaller than 0.05. This indicates that the positive experiences experienced by Gojek users, such as ease of access, speed of service, and satisfying interactions, encourage them to make repeat purchases. This shows that the positive experiences experienced by Gojek users, such as ease of access, speed of service, and satisfying interactions, encourage them to make repeat purchases. In addition, perceived quality also shows a significant positive effect on repurchase interest, with a tcount value of 4.139 and a significance of 0.000. The simultaneous test (F test) shows that both customer experience and perceived quality together have a significant effect on repurchase interest, with an Fcount value that is much greater than Ftable. The Adjusted R Square value of 0.714 indicates that 71.4% of the variation in repurchase intention can be explained by these two variables, while 28.6% is influenced by other factors not examined in this study. Based on the research results, it is recommended that Gojek continue to improve service quality and customer experience through driver training, application feature development, and loyalty programs to maintain and increase repeat purchase interest.