Electronic Theses and Dissertation

ABSTRAK
Dalam industri jasa sangat sulit untuk menetapkan ukuran untuk memuaskan pelanggan. Kualitas pelayanan yang diberikan oleh perusahaan Grabfood memainkan peran penting dalam mengukur kinerja perusahaan. Dengan demikian, penelitian ini menganalisis model PAKSERV untuk mengukur kepuasan pelanggan dan loyalitas pelanggan Grabfood di Kota Banda Aceh. Teknik pengambilan sampel pada penelitian ini menggunakan teknik Non Probability Sampling dan jenis pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 204 responden. Peneliti menerapkan metode dalam mengumpulkan data menggunakan kuesioner (angket). Teknik analisis data menggunakan metode analisis Structural Equation Modeling (SEM) dengan menggunakan Software Analysis of Moment Structure (AMOS) untuk mengetahui pengaruh dari masing-masing variabel yang diusulkan. Hasil analisis mengungkapkan bahwa Tangibility, Assurance, Sincerity, Personalization, dan Formality ditemukan berkontribusi positif terhadap kepuasan pelanggan dan loyalitas pelanggan. Sebaliknya Reability ditemukan tidak berkontribusi terhadap kepuasan pelanggan dan loyalitas pelanggan. Hasil analisis juga mengungkapkan bahwa kepuasan pelanggan berperan sebagai variabel yang memediasi antara Formallity dengan loyalitas pelanggan. Sebaliknya kepuasan pelanggan tidak berperan sebagai variabel yang memediasi antara Tangibility, Reability, Assurance, Sincerity, Personalization dan Formality dengan loyalitas pelanggan. Hasil penelitian ini akan bermanfaat bagi perusahaan untuk meningkatkan kualitas pelayanan Grabfood di Kota Banda Aceh.
Kata kunci : Kualitas Pelayanan, PAKSERV, Kepuasan Konsumen, Loyalitas Konsumen.

ABSTRACT In the service industry it is very difficult to set a measure to satisfy customers. The quality of service provided by the Grabfood company plays an important role in measuring the company's performance. Thus, this study analyzes the PAKSERV model to measure customer satisfaction and customer loyalty for Grabfood in Banda Aceh City. The sampling technique in this study used the Non Probability Sampling technique and the type of sampling used was purposive sampling with a total sample of 204 respondents. Researchers apply the method in collecting data using a questionnaire (questionnaire). The data analysis technique uses the Structural Equation Modeling (SEM) analysis method using Software Analysis of Moment Structure (AMOS) to determine the effect of each proposed variable. The results of the analysis revealed that Tangibility, Assurance, Sincerity, Personalization, and Formality were found to contribute positively to customer satisfaction and customer loyalty. On the other hand, reliability was found not to contribute to customer satisfaction and customer loyalty. The results of the analysis also reveal that customer satisfaction acts as a variable that mediates between formality with customer loyalty. On the other hand, customer satisfaction does not act as a mediating variable between Tangibility, Reability, Assurance, Sincerity, Personalization and Formality with customer loyalty. The results of this study will be useful for companies to improve the quality of Grabfood services in Banda Aceh City. Keywords: Service Quality, PAKSERV, Customer Satisfaction, Consumer Loyalty.