Analisis Tingkat Kepuasan Pengguna terhadap Layanan Aplikasi Goseh Menggunakan Metode Service Quality (SERVQUAL)

Abstract

The development of digital technology has driven the emergence of local online transportation services such as Goseh in Karo Regency, which supports community mobility. Although the number of Goseh driver-partners has continued to increase each year, its market share remains relatively low. This situation indicates that Goseh needs to place greater emphasis on service quality, especially since the arrival of Grab in 2024, which has intensified competition in the online transportation sector in the region. Therefore, it is important to assess user satisfaction with the Goseh application to support service quality improvement. This study adopts a quantitative approach using a closed-ended questionnaire based on the five SERVQUAL dimensions (Tangible, Responsiveness, Assurance, Reliability, and Empathy). Data analysis was conducted using SPSS through validity and reliability tests, multiple linear regression, and Importance Performance Analysis (IPA). The questionnaire results were both valid and reliable, indicating that Goseh's service quality shows a negative gap across all SERVQUAL dimensions, meaning that user expectations have not been fully met. Simultaneously, all five SERVQUAL dimensions significantly affect user satisfaction (with 52.7% of the variation explained). The IPA results highlight that Reliability and Responsiveness are the primary focus areas for service improvement. Key attributes prioritized include location accuracy (R1), timeliness of service (R4), and responsiveness to promotions and user needs (RP1). Recommended solutions include enhancing GPS accuracy, implementing a real time tracking system and service level agreements (SLA) for timely service, and developing a paid subscription feature offering benefits such as free delivery, special discounts, and exclusive promotional access. These improvements are expected to increase user satisfaction and strengthen Goseh's competitiveness in the online transportation market.