Pengaruh Kualitas Layanan, Kepuasan Pengguna, Dan Pengalaman Pengguna Terhadap Kepercayaan Pengguna Gojek (Studi Pada Mahasiswa Feb Usu)

Abstract

This study aims to determine the influence of Service Quality, User Satisfaction, and User Experience on Gojek User Trust (A Study of FEB USU Students). This is a descriptive quantitative study using a survey method involving 100 respondents who are FEB USU students. The data used are primary and secondary data. Data was collected through a questionnaire consisting of variables related to Service Quality, User Satisfaction, User Experience, and User Trust. Data analysis techniques used include descriptive analysis and multiple linear regression to determine the influence of Service Quality, User Satisfaction, and User Experience on Gojek User Trust among FEB USU Students. The sampling technique used in this study was purposive sampling. The results of the study indicate that Service Quality has a positive and significant effect on Gojek User Trust among FEB USU students, User Satisfaction has a positive and significant effect on Gojek User Trust among FEB USU students, and User Experience has a positive and significant effect on Gojek User Trust among FEB USU students. simultaneously, Service Quality, User Satisfaction, and User Experience have a positive and significant effect on Gojek User Trust among FEB USU Students. The analysis results also show that User Experience is the most dominant variable in influencing User Trust, meaning that User Experience has the greatest influence compared to other variables