Pengaruh Kualitas Pelayanan, Citra Merek, Dan Electronic Word Of Mouth (E-Wom) Terhadap Kepuasan Pelanggan Grab Food Di Bali Pada Masa Pandemi Covid-19
DOI:
https://doi.org/10.23887/bjm.v7i2.32339Keywords:
Brand Image, Customer Satisfaction, Electronic Word of Mouth (E-WOM), Service QualityAbstract
This study was proposed to investigate the effect of service quality, brand image, and electronic word of mouth (E-WOM) on customer satisfaction. ThIs study was using quantitative design which had causal characteristic. In this research, the subjects came from the Grab Food customers in Bali during the COVID-19 pandemic and the objects of the research were service quality, electronic word of mouth (W-WOM), brand image, and customer satisfaction. Questionnaire and document recording were used to gather the data and then analyzed through multiple linear regression analysis. The results portrayed that (1) service quality, brand image and electronic word of mouth (E-WOM) have a significant and positive influence toward Grab Food customer satisfaction (2) service quality has a significant and positive influence toward customer satisfaction, (3) brand image has a significant and positive influence toward customer satisfaction, and (4) electronic word of mouth (E-WOM) has a significant and positive influence toward customer satisfaction for Grab Food customers in Bali during the COVID-19 Pandemic.
References
Bahtiar, Laba, A. R., & Jusni. (2019). The Effects of Marketing Mix and Service Quality on the Satisfaction and Loyalty of Customers at Mobile Business in Makassar (A Case Study on Telkomsel Customers in Makassar). International Journal of Science and Research (IJSR), Volume 8(1).
Ferrinadewi, E. (2008). Merek dan Psikologi Konsumen, Implikasi pada Strategi Pemasaran. Yogyakarta: Graha Ilmu.
Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, Vol. 18(No. 1), 38–52.
Irawan, H. (2010). Prinsip Kepuasan Pelanggan, Paradigma Baru Merebut Hati Pelanggan Untuk Memenangkan Persaingan. Jakarta: Gramedia.
Kotler, & Philip. (2001). Manajemen Pemasaran di Indonesia: analisis, Perencanaan, Implementasi dan Pengendalian. Jakarta: Salemba Empat.
Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry. Journal Social and Behavioral Sciences 224 (2016), 149 – 157.
Lin, R. J., Chen, R. H., & Chiu, K. K. . (2010). Customer relationship management and innovation capability:an empirical study. Industrial Management & Data Systems, Vol. 101(No. 1), 111–133.
Martina, M., & Sitio, A. (2019). The Effect of The Quality of Service, Products & Promotions on the Purchase Decision of Simpati Card & It’s Impact on the Satisfaction of Telkomsel Customers in Kupang City. International Journal of Science and Research (IJSR), Volume 8(Issue 7, July 2019).
Nainggolan, F., & Hidayat, A. (2020). The Effect Of Country Of Origin, Brand Image, Price Fairness, And Service Quality On Loyalty Toward IPhone Mobile Users, Mediated By Consumer Satisfaction. European Journal of Business and Management Research, Vol. 5(No. 1).
Nastiti, A., Rahayu, S., & Astuti, T. (2019). Pengaruh Persepsi Harga, Kualitas Layanan Dan Citra Merek Terhadap Kepuasan Pelanggan Dan Dampaknya Terhadap Loyalitas Pelanggan Taksi New Atlas Di Kota Semarang. Diponegoro Journal Of Management, Volume 8(No 1), 126–136.
Noerchoidah. (2017). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan (Studi Orenztaxi) di Surabaya. Jurnal BISMA, Bisnis Dan Manajemen, Volume 9(Nomor 2).
Parasuraman, Z., & Berry. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing. Marketing Science Institute, 1(64), 12–40.
Pasaribu, K. V, & Yuliawati. (2019). Pengaruh Dimensi Electronic Word of Mouth Terhadap Keputusan Berkunjung dan Kepuasan Konsumen. Jurnal Manajemen Dan Bisnis Dewantara, Vol. 2(No. 2).
Ratri, L. E. (2007). Strategi Memenangkan Persaingan Pasar. Jakarta: Salemba Empat.
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta.
Widyatmoko, A., Achmad, G. N., & Wasil, M. (2018). Pengaruh e-servqual, e-marketing dan e-wom terhadap kepuasan pelanggan. (Jurnal Seminar Nasional 2018 Fakultas Ekonomi dan Bisnis Universitas Mulawarman).
