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All Journal Business, Economics and Entrepreneurship Jurnal Ekonomi Trisakti
Tahira, Nina
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH KETERLIBATAN PELANGGAN, KUALITAS LAYANAN, CITRA MEREK DAN PENGALAMAN MEREK TERHADAP KEPUASAN PELANGGAN PADA PENGGUNA TRANSPORTASI ONLINE DI DKI JAKARTA Dwi Atmoko, Yudi; Riorini, Sri Vandayuli; Hidasanita, Helzya; Tahira, Nina
Business, Economics dan Entrepreneurship Vol 6 No 1 (2024): Business, Economics and Entrepreneurship
Publisher : Institut Shanti Bhuana, Program Studi Kewirausahaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/b.e.e..v6i1.826

Abstract

The research aims to find out how influential customer involvement, the quality of service, the brand image and brand experience of customer satisfaction on online transport users. This study is aimed at grab, one of southeast Asia's transportation services. The data collection on this research USES field research by spreading "questionnaire" to 200 user responders at grab application in dki Jakarta, as well as the library research by reviewing from a journal and other structures related to the study. Regression analysis and correlation are used for information screening. The result of this research suggests that the involvement of the customer, quality services, brands' and brands' experience on the satisfaction of the online transport's customers in dki dki will be particularly significant in the development of grab loyalty at the Jakarta stock exchange. This suggests that variable customer satisfaction can be explained by variable customer reliability, service satisfaction, brand image, brand experience of 61 percent.. The rest of the 39 percent is explained by other factors not included in this research model. The effect of some of the influences with the satisfaction of the customer can be illustrated by the regression equation obtained by the positive signed coefficient value of regression, which suggests that both the quality of service and the price have a positive impact.
ANALISA STRATEGI POSITIONING MEREK TERHADAP LAYANAN MEDIA OVER THE TOP DI INDONESIA Tahira, Nina; Debbie Aryani Tribudhi
Jurnal Ekonomi Trisakti Vol. 5 No. 1 (2025): April 2025
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i1.22081

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis atribut yang paling penting bagi konsumen untuk memilih produk layanan Over the Top dan positioning masing-masing produk, serta merumuskan saran manajerial dan tagline atau positioning statement yang tepat untuk masing-masing produk layanan tersebut. Teknik pengumpulan data pada penelitian ini menggunakan metode survei melalui penyebaran kuesioner melalui google form secara digital dengan melibatkan 150 responden. Dalam pengambilan sampel pada penelitian ini menggunakan teknik purposive sampling, sedangkan populasinya adalah seluruh masyarakat Indonesia yang berlangganan produk layanan Over the Top. Penelitian ini menerapkan metode Discriminant Function sebagai alat analisis dengan menggunakan pendekatan positioning berdasarkan atribut, yaitu Kualitas Konten, Harga dan Paket, Ease of Use, Rekomendasi dan Ulasan, Fitur Tambahan, Ketersediaan Perangkat serta Reputasi Merek, untuk mengukur positioning dari 5 (lima) produk layanan Over the Top di Indonesia, yaitu: Netflix, Disney+ Hotstar, Iflix, Viu dan Vidio.
Co-Authors Debbie Aryani Tribudhi Dwi Atmoko, Yudi Hidasanita, Helzya Sri Vandayuli Riorini