Analysis of Marketing Factors on User s Satisfaction

Transcription

1 International Journal of Applied Business and Economic Research ISSN : available at http: Serials Publications Pvt. Ltd. Volume 15 Number Analysis of Marketing Factors on User s Satisfaction (Study at Go-Jek Service Users in Jakarta-Indonesia) Agus Sriyanto 1 1 Lecturer of Universitas Budi Luhur. agusngegreen@gmail.com Jl. Ciledug Raya, Petukangan Utara, Jakarta Selatan-Indonesia Abstract Business is growing now is the business of transportation services with a motorcycle or what used to be called an ojek, but now known as a new term taxi motor. If the first motorcycle taxis are managed conventionally and sole proprietorship, there is now a new business taxi motor that is a commercial business, which provides public transportation services and managed professionally. From the description of the background, the purpose of this study to determine the effect of service quality, price, trust quality of information systems significantly influence the user satisfaction. Quantitative research methods, the population is students, employees, lecturers and visitors at the Universitas Budi Luhur Jakarta using Go-jek services, the number of samples of 100 users. From the findings of research data on the table coefficients can be described as adjusted R value of R square is 0,816 or 81,6% after interpretation with interpretation table of summary model, hence research result indicate that satisfaction of service user of Go-Jek is very good satisfaction category because value 0,816 > 0,51 Conclusion service quality, price, trust (Trust), the quality of information systems significant effect on user satisfaction Go-Jek services. Keywords: Quality of service, price, trust (trust), quality of information system user satisfaction. 1. Introduction One of the emerging business today is the business of transportation services by motorcycle or used to be called an ojek, but now known as the new taxi motor. If used to be conventionally managed and sole proprietorship, new taxi motor business is now emerging as a commercial enterprise, providing public transportation services and professionally managed (Aryo and Penny, 2015). 559 International Journal of Applied Business and Economic Research

2 Agus Sriyanto Almost on every corner of the big street, shopping and even the campus area found many taxi this bike. Then came the motorbike based on android application in Jakarta that is GoJek. The presence of motorcycle taxi via online alias GoJek be a solution to congestion in the capital. Initially GoJek only served calls via phone only, but since January 2015 GoJek launched an online messaging application that can be accessed via android smartphone. There are three services provided by the first GoJek is the Instant Courier service is a freight service. Then there is also a shopping service, so customers can ask motorcycle taxi drivers to shop. And, most recently, the standard services from GoJek, ie transport or services deliver customers to their destination. All of these services are accessible and ordered through apps from subscribers smartphones. This is where the convenience provided by GoJek to its customers. Through the subscriber application can specify pick-up and delivery places, and will show the rates that customers need to pay for this service. The tariff set is also not too different from the motorcycle taxi rates in general. With the appearance of direct tariff when ordering, then the customer will be easier and know how much cost to be prepared. In contrast to motorcycle taxi drivers, where they often set the tariff is too high and must be bargained for some time just to come down, which obviously takes time and cost. (Aryo and Penny, 2015) Quality of service (service quality) to the users/passengers is an important factor for the success of transportation service delivery company. According to Lewis and Booms (in Tjiptono and Chandra, 2005: 121), service quality or service quality is a measure of how well the level of service provided is able to match customer expectations. Abdul Muhmin (2002), proves that price variables have a positive influence on customer satisfaction. The price in question is not a price in nominal form but is more likely to be directed to elements of marketing programs such as product selling prices, discounts and payment systems applied to product users. Regarding price, Example of Promo War Rp Grab Bike vs. Rp 10,000 Go-Jek Mathematical calculations for 25 km distance with the cost of Rp 5,000 or even Rp 10,000 is only enough to buy 1 liter of gasoline, meaning that only for routine operational costs, then Subsidies issued by the company shelter Grab Bike and Go-Jek. As a result of this competition promo rates continue to be extended Cakan Gojek, although starting August 14, 2015 in Jakarta Go-Jek tariff has risen to Rp 15,000, of course, this tariff is also very minimal and has not closed Go-Jek riders revenue. Morgan and Hunt (1994; in Setiawan and Ukudi, 2007) revealed that the interconnected behavior that occurs between companies and consumers is largely determined by trust and commitment. So it can be concluded that trust will have a positive relationship with re-intention and loyalty. Trust (trust) consumers have an influence on loyalty in the form of re-intention to make purchases, and do the intensity of repeat purchase. According to Moorman et. al., (1992, in Bob, 2010) trust is defined as the desire and conviction to rely on partner exchange. In the same way, Rousseau et. al., (1998, in Bob, 2010) defines trust as a psychological state consisting of the intent to accept a vulnerability based on positive expectations of behavior or other behavior. Information technology is always experiencing rapid development has affected the data processing system and information systems on entities that perform any reporting requested by the operator or also the user. The development of information technology is one of the impact of the development of the era. The existence of advanced information technology will be able to perform data processing effectively and efficiently, it needs a reliable integrated system, fast and accurate, so that the system can be integrated as a whole and able to provide reliable and relevant information. International Journal of Applied Business and Economic Research 560

3 Analysis of Marketing Factors on User s Satisfaction PT.Go-Jek Indonesia uses the information system and E-Commerce to help their companies jala which is moving in the field of teransportasi, shopping, everything is done by online. According to O Brien (2011), E-Commerce is the purchasing, selling, marketing, and service of products, services, and information through various computer networks. The Go-Jek company's strategy is to continue to recruit more Go-Jek drivers, market potential in many big cities in Indonesia, enrich the application features, launch a "load" program promotion, but in doing the Go-Jek's strategy failing without being supported either by internal or external parties in this case is the customers who always demand satisfaction on the performance of the company. In addition, more and more similar transportation companies encourage Go-Jek companies to compete for the market until each company really knows what the customer wants to run the business in the business. Based on the background that has been submitted, the research is interesting to be studied and take the title "ANALYSIS OF MARKETING FACTORS ON USER SATISFACTION (STUDY ON GO- JEK USER SERVICES IN JAKARTA) Problem Identification 1. More and more similar competitors such as Grab Bike, Smartjek, Bang Jek, Jeger Taxi, Ojesy, Blue Jek. 2. The existence of complaints from customers indicates there are still many shortcomings in terms of quality of service run Go-jek services. 3. Tariff competition, for example Promo War Rp Grab Bike vs. Rp 10,000 Go-Jek. 4. The existence of complaints from customers in terms of quality of service so kepercayan decline. 5. The ordering application is sometimes an error, the example sometimes occasionally clashing with other Gojek drivers when picking up passengers. Research Questions 1. Does service quality significantly influence customer satisfaction? 2. Does the price have a significant effect on customer satisfaction? 3. Does trust significantly influence customer satisfaction? 4. Does the quality of information systems significantly influence customer satisfaction? Research Objectives 1. To analyze whether service quality significantly affects customer satisfaction. 2. To analyze whether the price significantly affects customer satisfaction 3. To analyze whether trust has a significant effect on customer satisfaction 4. To analyze whether the quality of information systems significantly influence customer satisfaction 561 International Journal of Applied Business and Economic Research

4 Research Benefits Agus Sriyanto 1. Benefits for the Company: The results of this study are expected to be useful inputs and considerations for GoJek companies may also be competitors, in carrying out marketing strategies by providing the best service, price, trust and quality of Information Systems to consumers so that consumers Go-jek satisfied. 2. Benefits to consumers: Providing clear information about a product/service, Consumers can have more access to information than ever before, so as to illustrate the search for buying, using, evaluating and improving a product or service that consumers need. 3. Benefits to Further Research: This research is useful to increase knowledge and insight, as well as to apply the theories and concepts related to marketing strategy, especially regarding Quality of Service, Price, Trust and Quality of Information System. Quality Service 2. Literature Review Sviokia in Lupiyoadi and Hamdani (2009): One of the factors that determine the level of success and quality of the company is the ability of the company in providing services to customers. To provide good quality services to customers, we must know the things that customers expect from the services we provide. According to Lupiyoadi and Hamdani (2009): In marketing quality dimensions are often used as a reference is: Tangible: That is the ability of a company in showing its existence to external parties. Appearance and ability of the company s reliable physical facilities to the surrounding environment is a clear proof of the services provided by the service provider, anyone who wants service can feel the importance of the physical evidence indicated by the service developer, so that the service provided satisfies. Form of service of physical evidence usually in the form of facilities and infrastructure of service available, technology of service used, performance of service providers in accordance with the characteristics of services provided in showing the work performance that can be given in the form of physical services that can be seen. This includes physical facilities, such as buildings, warehouses, equipment and equipment used, and the appearance of employees. Reliability: That is the ability of the company to provide services in accordance with the agreed accurately and reliably, the performance must be in accordance with customer expectations which means timeliness, the same service for all customers without errors, sympathetic attitude, with high accuracy.features reliability of employees in providing services Which is fast, accurate, easy and smooth becomes a requirement of assessment for the person served in showing the actualization of employee s work in understanding the scope and job descriptions of the attention and focus of each employee in providing services. 1. Responsiveness 2. That is a policy to help and provide prompt and precise service to customers, with clear information delivery. Allowing consumers to wait is a negative perception in service quality. International Journal of Applied Business and Economic Research 562

5 Analysis of Marketing Factors on User s Satisfaction Each employee in providing the forms of service, prioritizing aspects of service that greatly affect the behavior of people who get the service, so it takes the ability of the responsiveness of employees to serve the community in accordance with the level of absorption, understanding, nonconformity of various forms of service that did not know. This requires a wise explanation, detail, foster, direct and persuade to address all forms of procedures and working mechanisms that apply within an organization, so that the form of service gets a positive response 3. Warranties and Certainty 4. That is knowledge, courtesy and the ability of company employees to grow the trust of customers to the company. It includes several components between communication, credibility, security, competence, and courtesy. Each form of service requires a certainty of the services provided. The form of assurance of a service is determined by the assurance of the employee who provides the service, so that the person receiving the service is satisfied and convinced that all forms of service are done thoroughly and completed according to the speed, accuracy, convenience, smoothness and quality of service provided. Empathy: That is to give a sincere and individualized or personal attention given to customers trying to understand consumer desires. Where a company is expected to have understanding and knowledge about customers, understand the needs of customers specifically, and have a convenient operating time for customers. Empathy in a service is the presence of a concern, seriousness, sympathetic, understanding and involvement of parties concerned with services to develop and conduct service activities in accordance with the level of understanding and understanding of each party. The service provider must have empathy to understand the problem of the party to be served. The parties served should understand the limitations and abilities of the people who serve, so that the integration between the parties who serve and get the service have the same feeling. According to Parasuraman (2001) that the concept of service quality expected and perceived is determined by the quality of service. The quality of the service consists of responsiveness, assurance, physical evidence, empathy and reliability. In addition, the expected service is strongly influenced by the various perceptions of word of mouth communication, personal needs, past experiences and external communication, this perception that affects the expected service (Ep = Expectation) and perceived service (Pp = Perception) The concept of service quality. Price According to Kotler and Keller (2009): price is one of the marketing blend elements that generate revenue; Other elements generate costs. Perhaps the price is the easiest element in a marketing program to customize; Product features, channels, and even communications require more time. The price also communicates the intended value positioning of the company s product or brand to the market. Well-designed and marketed products can be sold at high prices and generate substantial profits. 1. Price dimension 2. Price dimensions according to Tjiptono (2008) are as follows: 3. Consumer purchasing power 563 International Journal of Applied Business and Economic Research

6 4. Product benefits 5. The price of the substitution product Price Setting Policy Agus Sriyanto According to Hasan (2008) the purpose of pricing is as follows: Profit Orientation: In the era of global competition where conditions are very complicated and many variables affect the competitiveness of each company, profit maximization is very difficult to achieve, because it is difficult to be able to accurately estimate the amount of sales that can be achieved at a certain price level. Therefore, there are also companies that use the target profit approach, ie the level of profit that is appropriate or expected as a profit target. Sales Volume Orientation: In addition to profit-oriented, there are also companies that get the price based on the goal oriented to a particular volume. Price is set in such a way as to achieve the planned sales volume target. Image Building Orientation: Corporate image can be established through pricing strategy. Companies can set a high price to establish or maintain a prestigious image (prestige). Meanwhile, low prices can be used to form a certain value image, for example by providing assurance that the price is the lowest price in a particular region. The pricing method affects customer tastes and preferences, the customer s own demand is based on a variety of considerations. Following customer considerations by Tjiptono (2008): 1. The ability of customers to buy (purchasing power). 2. The willingness of the customer to buy. 3. Product position in customer lifestyle. 4. Product benefits to customers. 5. The price of substitution products. 6. The potential market for the product. 7. The nature of non-price competition. 8. Consumer behavior in general. 9. Market segments. Trust: Trust Customer Trust is the foundation of business. Establish trust. This belief can not simply be recognized by other parties/business partners, but must be built from the beginning and can be proven. According to Prasaranphanich (2000), when consumers trust a company, they would rather buy back and share valuable personal information with the company. Meanwhile, according to Lau and Lee (2007), brand trust is defined as the customer s desire to rely on a brand on the risks faced because expectations of the brand will lead to positive outcomes. Costabile (in Pantja Djati and Ferrinadewi, 2004) trust or trust is defined as the perception of reliability from the point of view of consumers based on experience, or more on the order of transactions or interactions characterized International Journal of Applied Business and Economic Research 564

7 Analysis of Marketing Factors on User s Satisfaction by the fulfillment of expectations of product performance and satisfaction. Trust according to Mowen and Minor (2003) are all knowledge possessed by consumers and all consumer conclusions about the object, its attributes and its benefits. Objects can be products, people, companies, and everything else where people have beliefs and attitudes. Attributes are characteristics or features that objects may have. Consumer Confidence on Product Attributes: The beliefs that are said to represent associations that form consumers between objects, attributes, and benefits, are based on a coherent learning process. Someone forms three types of trust (Mowen, 2002): The attribute-object: Knowledge of an object has a special attribute called the object s attribute trust. The object attribute trust connects an attribute with an object, such as a person, an item, or a service. 2. Trust attributes-benefits: Attribute-benefit attitudes are consumer perceptions of how far a particular attribute produces or delivers certain benefits. Someone searches for products and services that will solve their problems and meet their needs, in other words, have attributes that will provide recognizable benefits. 3. Trust object-benefits: Object-benefit trust is a consumer s perception of how far certain products, people, or services will deliver certain benefits. System Quality Information: Jogiyanto (2002) System is a collection of elements - elements that interact to achieve a certain goal. According Kadir (2003) System is a set of interrelated or integrated elements that are intended to achieve a goal. From the above definition of the system, the authors conclude that the system is a network of procedures that are interconnected, gathered together to perform an activity or complete a specific goal. Another meaning is a collection of elements - elements that interact to achieve a particular goal. Information Quality: Some quality system researchers can be measured through ease of use, functionality, reliability, flexibility, data quality, portability, integrity and importance (DeLone & McLeand 2003, Garofalakis et. al., 2007; Molla and Licker, 2001; Olsina et. al., 2008 ). The following will explain the aspect of the quality dimensions of the syntheses tested in this study: Reliability: Basuki and Abdurrachman (2001) argue that reliability is used to indicate the ability of software to remain operable without significant errors in the long term. The information is reliable if it is free from errors or deviations, and accurately represents events or activities in the organization. This criterion can also be applied in the e-commerce system (Molla and Licker, 2001). Sabherwal et. al; 2006; DeLone and McLean; 2003 states that the quality of one system termed with reliability. Reliability in the system reflects the quality of the software system (Yuadi, 2008) Ease of Use: According to Davis, F.D (1989) ease of use is a level where one believes that computers can be easily understood. Thus the use of information systems technology does not require a hard effort (Venkatesh and Morris, 2000). This suggests that individuals would prefer to interact with technology if they assume the technology does not require too much cognitive effort. Implementation of ease of use will show that someone will work more easily by using information technology than for those who do not use it. DeLone and McLean (2003); Illias et. al., (2007)., Xiao and Dasgupta (2002); Yeo et. al., (2002), Zviran et. al., (2005) consider this variable as one of the variables that have an effect on user satisfaction. Duggan and International Journal of Applied Business and Economic Research

8 Agus Sriyanto Reichgelt (2006) include these variables as part of the perception of the information system quality model. Meanwhile, Rai et. al., (2002) states that ease of use is one of the variables that define system quality. Flexibility: Gable et. al., (2003) states that flexibility as one of the criteria in seeing success in a company s system. Flexibility, used to express the ability of this software to be implemented on all types and specifications of computer systems (Basuki and Abdurrachman, 2001). Is the system easy to modify and is it easy enough to add or remove components (Santoso et. al., 2007). Functionality: Santoso et. al., (2007) states that functionality looks at whether a system is in accordance with needs. DeLone and McLean (2003) in the new information system model incorporate this variable as one of the system quality measurement variables. Similarly, Olsina (2008) in one of the characteristics of academic website quality also incorporates this variable as one of the quality of the academic system. Customer Satisfaction: The definition of satisfaction according to Zeithaml and Bitner (2003) is: Satisfaction is the customer evaluation of product or service in terms of whether the product or service has meet their needs and expectations. Can be interpreted that, satisfaction is the evaluation of consumers of products or services where the product or service has had their satisfaction. Customer Satisfaction Measurement: The key to maintaining customers is customer satisfaction. Satisfied customers according to Kotler (2008) will: 1. Be more faithful 2. Buy more if the company introduces new products and improves existing products. 3. Provide favorable comments about the company and its products 4. Pay less attention to competing brands and advertisements and less price sensitive 5. Provide ideas of products or services to the company 6. Requires smaller service charges than new customers as transactions become more routine There are four tools for tracking and measuring customer satisfaction according to Kotler (2000). These tools are: Complains and Suggestions: Companies can provide a form containing complaints and suggestions that can be filled at each entrance, reception desk and others. The form is filled with consumers with their complaints and suggestions so that the company can find out the difficulties faced by consumers to service the company and can take action to overcome the problem and the things suggested by consumers as problem solving faced by consumers. Questionnaires: Through the survey, the company will get feedback and feedback directly from customers and also provide a positive sign that the company is paying attention to its customers. Measurement of satisfaction through this method according to Kotler, can be done in several ways, namely: 1. Directly Reported Satisfaction 2. Derived Dissatisfaction 3. Problem Analysis 4. Importance-performance analysis International Journal of Applied Business and Economic Research 566

9 Analysis of Marketing Factors on User s Satisfaction Ghost Shopping: This method is implemented by employing several people (ghost shopper) to participate and act as customers or potential buyers of competitor s products. Then the ghost shopper conveys his findings on the strengths and weaknesses of products from competing companies based on their experience in purchasing those products. In addition, ghost shopper can also observe and assess the way companies and competitors answer customer inquiries and handle any complaints. Customers Retention Analysis: This method is a bit unique. The company is trying to contact its customers who have stopped buying or are switching suppliers. Expected is the information will be the cause of the occurrence of it. This information is very useful in order to increase customer satisfaction and loyalty. In addition Kotler also suggested a periodic survey by sending a list of questions (questionnaires) or via telephone to find out how the response of consumers to various elements of the company s achievements, namely (Kotler 2000): Directly reported satisfaction: That is by asking the level of customer satisfaction of the service company either overall or in particular, will get answers such as: very dissatisfied, not satisfied, ordinary, satisfied, very satisfied. 2. Derived satisfaction: Customers are required to assess the current service to them and how their service should be changed or corrected. 3. Problem analysis: That is, customers are asked to disclose what problems they face with regard to products or services provided by the company and ask their suggestions for improvement. 4. Importance performance analysis: That is by asking customers about the level of satisfaction of each service and how the company presents each service. Customer Satisfaction Dimensions: According to Irawan customer satisfaction is the result of customer accumulation in using goods or services. Customers will be satisfied if they get the value or benefit of a good or service (Irawan et. al., 2003). In addition, satisfaction has dimensions of product quality, price, service quality, emotional factors, and convenience (Irawan et. al., 2003); 1. Quality Product, 2. Consumers will feel satisfied after buying and using the product or service and the quality of the product or service is good. For example, consumers will be satisfied with the parts that are purchased if in durable use, making the machine more smoothly and not damage other machines. 3. Price: For a sensitive consumer, usually a cheap price is the most important source of satisfaction, because they will get a high value of money. But for consumers who are not price sensitive these components are not very influential on the level of their satisfaction. 4. Quality of Service: Quality of service greatly affects consumer satisfaction very on system, technology and human. To satisfy customers, a company should first satisfy its employees so that the products or services produced are not damaged quality and service to customers can be given better. If employees feel satisfied, it will be easier for them to apply to customers how satisfied it is. 5. Emotional Factor: Consumer satisfaction can arise due to emotional factors. Confidence and success symbols are examples of emotional values that underlie customer satisfaction. This factor is relatively important because customer satisfaction arises when he is consuming the product. International Journal of Applied Business and Economic Research

10 Agus Sriyanto A product will provide satisfaction because the brand is well known, good quality and price is not cheap because the expensive price is synonymous with high product quality and vice versa, and the services provided. 6. Accessability: Consumers will feel happy when easy to get goods or services. Customers will feel more satisfied, if the product is relatively easy and efficient in getting it. Usually when the product is difficult to obtain, consumers will tend to complain and start feeling dissatisfied from the beginning (before the purchase process). Research Framework: Figure 1: Research Framework Hypothesis Service Quality Toward Customer Satisfaction: Companies operating in the service or goods sector will consider the policy of how important the quality is given to the satisfaction received by consumers. Quality of service is precedence of consumer satisfaction (Oliver: 1993 in Karsono: 2008). According to Zeithaml, Berry, and Parasuraman (1998) in Karsono (2008) revealed that the higher the level of service quality perceived, the increasing consumer satisfaction. The statement confirms the close relationship between the quality of service and the Customer satisfaction. Hence the proposed hypothesis for: H1: Service Quality has positive impact on Customer Satisfaction Price is a factor that can affect customers in buying a desired service product. Customers will first see the price listed on a product, because before buying customers already thinking about how to save right. In addition, customers can think about the price offered has a match with the product that has been purchased. According to Kotler and Keller (2009): price is one of the marketing blend elements that generate revenue; Other elements generate costs. Perhaps the price is the easiest element in a marketing program to customize; Product features, channels, and even communication takes more time, so with the thought of a complex price consumers are expected to be satisfied. The hypothesis proposed is: H2: Price has positive correlation toward Customer Satisfaction Trust and Customer Satisfaction: According to Prasaranphanich (2007), when consumers trust a company, they will prefer to buy and share valuable personal information to the company. Trust is defined as a perception of reliability from the point of view of consumers based on experience, The order of transactions or interactions characterized by the fulfillment of expectations of product performance and International Journal of Applied Business and Economic Research 568

11 Analysis of Marketing Factors on User s Satisfaction satisfactions. Benefits are positive results given attributes to the object of trust is the attitude of a particular party against the other in making a transaction relationship based on a belief that the person who believes it will fulfill all its obligations well as expected (Rofiq, 2007). H3: Trust has positive correlation toward Customer Satisfaction Quality of Information System toward Consumer Satisfaction: System quality is a measure of technical success, the quality of information is a measure of semantic success, user satisfaction describes the influence of individuals and organizations that is a measure of effectiveness of success. (DeLone and McLean, 2003) If the information generated from the software used is more accurate, timely, and has good reliability, it will further enhance the user s system confidence. Increased user confidence of information systems, is expected to further increase customer satisfaction. Based on the literature review it can be formulated hypothesis that is: H4: Quality Service Information toward Customer Satisfaction 3. Data Collecting Data Collection Techniques, according to Sugiyono (2010): The most important step in research, because the main purpose of the research is to get the data. Without knowing the techniques of data collection, the researchers will not get data that meets the established data standards. Viewed in terms of ways or techniques of data collection, the technique of data collection can be done by observation (observation), interview (interview), questionnaire (questionnaire) and the combination of all three. Data Processing Technique Data Processing Technique, Research Instrument Test, Validity Test, Classic Assumption Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test. Data Analysis Tool Multiple Linear Regression Analysis: Multiple linear regression analysis is used in the research to prove whether or not the influence of independent variables in this research are Quality of Service (X1), Brand Equity (X2), Promotion (X3) with dependent variable of Purchase Decision (Y). Equation multilinear regression: Y = a + b 1 X 1 + b 2 X 2 + b 3 X 3 + b 4 X 4 + X 1 = Variable Quality of Service X 2 = Variable Price X 3 = Variable Trust X 4 = Variable System Information Quality Y = Variable Customer Satisfactiob a = Konstanta 569 International Journal of Applied Business and Economic Research

12 Agus Sriyanto b 1, b 2, b 3, b 4 = Co-efficient regression = Error Population: Population is 100 people, lecturers, students and administration of University Budi Luhur Sampling Technique: Understanding Sampling Techniques, according to Sugiyono (2012): Sampling technique is a sampling technique. Understanding Sampling Techniques, according to Riduwan and Akdon (2013): Sampling technique is a representative way of sampling from the population. This sampling should be done in such a way as to obtain a sample that can truly represent and can describe the actual state of the population. According Suharsimi Arikunto (2003) if the subject is less than 100, then better taken entirely, if large subjects can be taken 10% - 15% or 20% - 20%. Sampling from the population, Suparmoko in Nilla Tresna (2010) states that...simply by taking a certain percentage, say 5%, 10%, 15% of the total population. Based on this can be used as a guide to determine the percentage of: If a large N population, a small percentage is eligible. The sample size should be less than 30 Samples should be as large as possible as long as the funds and time are still reaching. Research Objects GO-JEK is a transportation company from Indonesia that serves transportation through motorcycle taxi service. The company was founded in 2010 in Jakarta by Nadiem Makarim. GO-JEK services are available in Jabodetabek, Bali, Bandung, Surabaya, Makassar, Medan, Palembang, Semarang, Yogyakarta and Balikpapan areas. Until January 2016, the GO-JEK app has been downloaded nearly 10 million times on Google Play on Android, ios and App Store operating systems. Partnered with some 200,000 experienced motorcycle taxi drivers in Indonesia, to provide a wide range of services, including transportation and food delivery. GO-JEK activities are based on three core values: speed, innovation, and social impact. GO-JEK offers 4 (four) service providers that can be utilized by its customers: Instant Courier, Transport (Transportation Service), Shopping and Corporate Social interaction. Coefficient Determination 4. Research Table 1 Model Summary a Model R R Square Adjusted R Square Std. Error of the Estimate 1,908 a,824,816 1,61374 a Predictors: (Constant), Service Quality, Price, Quality of Information System b Dependent Variable: Customer Satisfaction Source: Data 2017 Data Analysis: Based on the findings of the research data in the Summary Model table above, it can be clearly known that the percentage of customer satisfaction of Go-Jek users after influenced by the service quality (X1), price (X2), trust (X3), the quality of information system (X4) Which can be seen in International Journal of Applied Business and Economic Research 570

13 Analysis of Marketing Factors on User s Satisfaction the adjusted R square column of or % = 81.6% and the remaining 18.4% is determined by other factors not as accurate as variables such as promotion, after-sales. Result of adjusted R square value equal to 0,816 or 81,6% after interpreted with table of interpretation guide of summary model hence result of research indicate that satisfaction of service user of Go-Jek including category satisfaction very good because value 0,816 > 0,51. Partial Test (t-test): Table 1 t-test Coefficients a Unstandardized Coefficients Model t Sig. B Std. Error 1 (Constant) 3,642 1,362 2,951,004 Service Quality Price,379,125,086,047 4,424 2,654 Trust,163,037 4,356,000 Information System Quality,228,098 2,335,0225 a Dependent Variable: Customer Satisfaction Source: Data 2017 Data Analysis: Based on the partial test results (t-test) contained in the above Coefficients table, it can be described as follows: 1. Service Quality is partially significant to the satisfaction of Go-Jek service users, because the result of t value is 4,424 and Sig. 0,000 < Price partially significant effect on user satisfaction of Go-Jek service, because result of t value count 2,651 and Sig < Trust has a significant effect on user satisfaction of Go-Jek service, because the result of t value is 4,356 and Sig. 0,000 < Quality of information systems partially significant effect on user satisfaction Go-Jek services, due to the results of the value of t arithmetic of and Sig < Multilinear Regression Analysis: Table 2 Multilinear Regression Analysis Coefficients a Model Unstandardized Coefficients B Std. Error 1 (Constant) 3,553 1,218 KUALITAS_LAYANAN,379,086 HARGA,125,047 KEPERCAYAAN,163,037 KUALITAS SISTEM INFORMASI,228,098 a Dependent Variable: KEPUASAN_KONSUMEN,000, International Journal of Applied Business and Economic Research

14 Agus Sriyanto Data Analysis: Based on the results of multiple regression calculations, it can be made Multiple Regression Equation Formula: g = a + b1( X1) + b2( X2) + b3( X3) + l The multiple regression equations that have been found can be used to predict whether the value of the bound variable (Y) will occur when the value of the independent variable (X) is set. From the findings of research data in the table above coefficients, can be written multiple regression equation as follows: g =- 3, , 379( X1) + 0, 125( X2) + 0, 163( X3) + 0, 228( X4) From the result of multiple regression equation above, can give explanation as follows: The value of constants seen in the table above coefficients, obtained -3,553 which means that the value of regression value of service user satisfaction Go-Jek ie without affected by service quality variables (X1), price (X2), trust (X3), system quality Information (X4). The value of regression coefficient The quality of service (X1) of with positive sign (+) means that a 1 point increase in the Quality of Service variable resulted in an increase in the variable of Go-Jek service user satisfaction of The value of the price regression coefficient (X2) of with the positive sign (+) means that a 1 point increase in the price variable resulted in an increase in the variable of Go-Jek service user satisfaction of The value of confidence coefficient of trust (X3) equal to 0,163 with positive sign (+) means that the increase of 1 point in trust variable resulted in an increase in service user satisfaction variable Go-Jek 0,163. The value of regression coefficient of information system quality (X4) equal to 0,228 with positive sign (+) means that the existence of 1 point increase in information system variable resulted in the increase of user satisfaction variable of Go-Jek by 0,228. Data Interpertation Analysis: After conducting hypothesis testing and analysis of research data then can the authors interpret the results of research as follows: The amount of service user satisfaction percentage of Go-Jek after influenced by service quality variable X1, price X2, trust (X3), quality of information system (X4) that is equal to 0,816 or 81,6% Muijs, 2011:166) the value of > 0,51 means that it belongs to the category of satisfaction level of the Go-Jek service is very strong, and the remaining 18.4% is determined by other factors not meticulous like variables such as promotion, after-sale. Service Quality: Partially significant effect on user satisfaction Go-Jek service, the results of t value of and Sig. 0,000 < Based on the above description, the results showed that the quality of service (X1) is the factors that provide a very strong impact on user satisfaction Go-Jek services because when someone before deciding to buy a product then the thing that is often noticed first is the service. If the service is good then consumers feel satisfied. The services offered by Go-Jek such as Go-Jek s seemingly comfortable look, Go-Jek s driver are well-groomed due to uniform cirikhas, fast, fair service, clear information, goal certainty. So this research is consistent with research conducted by Mafrina Margareth, 2014, the same International Journal of Applied Business and Economic Research 572

15 Analysis of Marketing Factors on User s Satisfaction variable of Service Quality influence, Variable studied is Product Quality and Service Quality To Customer Satisfaction, researching Speedy Customer in Medan with result of product quality and service quality have positive and significant influence To customer satisfaction. Price: Partially significant effect on user satisfaction Go-Jek services, the results of t count value of and Sig <0.05. Affordable price minded consumers will be one of consumer satisfaction in using services that want Go-Jek provide Affordable price, the price given in accordance with its quality, Go - Jek price is equivalent to answer the needs and solutions congestion. This research is consistent with research conducted Handiyani 2013, the same price variables equally affect satisfaction. This study examines the effect of service quality and price on the satisfaction of Garuda Indonesia airline customers in Solo City, with the result of price variable analysis has a significant effect on customer satisfaction, tangible variables have significant effect on customer satisfaction, significant variable on customer satisfaction, responsiveness variable significantly To customer satisfaction. Trust: Partially significant effect on service user satisfaction Go-Jek the result of t value of and Sig. 0,000 < The factor that satisfies other consumers is trust. Trustworthy Go-Jek services are considered good enough that the Go-Jek Driver Keeps the customer s comfort, Comfort from the initial process to the end, the Go-Jek Driver The responsibility of the customers is different from other Go-Jek delivery services more trusted by the community seen from the many fleets scattered Across the region. Quality of System Information: Partially significant effect on user satisfaction of Go-Jek service, the result of t value count 2,335 and Sig < The quality of information systems Also greatly affects the satisfaction of the users of Go-Jek services may be due to the information system that is in the system is very good gojek such as When running the Go-Jek Application there is no interference (error), Application Go-Jek easy to learn, Application Go-Jek easy Run on the recommended HP system specification type, Go- Jek fuction Applications vary. This research is consistent with research done by Winda Septianita, Wahyu Agus Winarno, Alfi Arif. 2014, Researching System Quality, Information Quality, Service Quality Rail Ticketing System (RTS) Against User Satisfaction At PT. Kereta Api Indonesia (Persero) Daop 9 Jember), with the results of this study indicate that system quality variables positively affect the user satisfaction, variable quality of information positively affect the user satisfaction, and service quality variables positively affect the user satisfaction. This research is good Quality System, Quality of Information equally affect user satisfaction Conclusions Based on the results of hypothesis testing, discussion, and interpretation of research results that have been authors described, it can be concluded the findings of this study as follows: 1. Service Quality is partially significant to the satisfaction of Go-Jek service users. 2. Prices are partially significant to the satisfaction of Go-Jek service users. 3. Partial trust has a significant effect on the satisfaction of Go-Jek service users. 4. The quality of information systems partially significant effect on user satisfaction Go-Jek services. International Journal of Applied Business and Economic Research

16 Managerial Implication Agus Sriyanto Investors: The results of this study are expected to contribute policy implications to the investors and potential investors as well as the government. This implication is considered very important because to overcome the current congestion polemic that became a global issue that received widespread attention from business people and the business world. If the congestion is reduced by the Go-Jek will be an attraction for investors both local investors and international investors so as to improve the investment climate in Indonesia. Coorperations: The implication for the company is expected this research can be used as input material or as consideration to keep improving consumer satisfaction, because with the increasing of consumer satisfaction then vision and mission of company can be reached by optimal. From the results of this study can be seen that the quality of service, price, trust, quality of information systems can give effect to customer satisfaction. For that manager s role in motivating, giving direction to Go-jek s fleet to be kind and friendly to all Go-jek users. Suggestions: 1. Preferably for the researchers further add the number of samples in the study because in research researchers are still very limited to the number of research samples. 2. Preferably for researchers further add a research variable that can affect satisfaction. 3. Then, for statistical data processing can use the AMOS software because the variables tested quite a lot and stratified (including the category of equation modeling equation) for the results of the study more valid. References Ali Hasan Marketing. Cetakan Pertama. Yogyakarta : Media Pressindo Ali Hasan Marketing dan Kssus-Kasus Pilihan. Cetakan ke 2.Yogyakarta : Center for Academic Publishing Service Ahmad Subagyo Marketing In Business Edisi 1. Jakarta : Mitra Wacana Media Duwi Priyatno SPSS 22 Pengolah Data Terpraktis. Yogyakarta : CV. ANDI Fandy Tjiptono Strategi Pemasaran Edisi 3. Yogyakarta : CV. ANDI Fandy Tjiptono Pemasaran Jasa Prinsip, Penerapan dan Penelitian.Yogyakarta : CV. ANDI Fandy Tjiptono dan Gregorius Chandra Pemasaran Strategik Edisi 2. Yogyakarta : CV. ANDI. Fandy Tjiptono dan Gregorius Chandra Service, Quality & Satisfaction Edisi 3. Yogyakarta : CV. ANDI Istijanto Aplikasi Praktis Riset Pemasaran. Jakarta : PT. Gramedia Pustaka Umum Kotler, Philip dan Gary Amstrong Prinsip-Prinsip Pemasaran Edisi 12. Jakarta : Erlangga Kotler, Philip dan Kevin Lane Keller Manajemen Pemasaran Edisi 12. Jakarta :Erlangga Kotler, Philip dan Kevin Lane Keller Manajemen Pemasaran Edisi 13. Jakarta :Erlangga Lovelock, Christopher, Jochen Wirtz dan Jacky Mussry Pemasaran Jasa Edisi 7. Jakarta : Erlangga. Rambat Lupiyoadi dan A.Hamdani Manajemen Pemasaran Jasa Edisi 2. Jakarta : Salemba Empat International Journal of Applied Business and Economic Research 574

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