| dc.description.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. | en_US |
