Pengaruh Kualitas Pelayanan Terhadap Citra Go-Jek Pada Mahasiswa FIKOM Universitas Islam Riau
DOI:
https://doi.org/10.55985/jcmo.v2i1.210Keywords:
Kualitas pelayanan, Citra, Go-Jek, MahasiswaAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap citra Go-Jek pada mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Riau. Kualitas pelayanan sebagai variabel bebas dan citra Go-Jek sebagai variabel terikat dianalisis dengan pendekatan kualitatif. Metode penelitian yang digunakan adalah penelitian asosiatif dengan pendekatan kuantitatif, yang melibatkan 93 mahasiswa FIKOM sebagai sampel. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan program SPSS untuk menguji validitas, reliabilitas, dan hubungan antara variabel yang diteliti. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh signifikan terhadap citra Go-Jek, dengan nilai koefisien determinasi sebesar 38%. Hal ini menunjukkan bahwa kualitas pelayanan mempengaruhi citra Go-Jek, sementara sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.
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