Pengaruh Promosi dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan dalam Penggunaan Jasa Go-Ride di Jember - Mujayatun, Siti; Redjeki, Sri; K. Susilo, David (Jurnal BAABU AL-ILMI: Ekonomi dan Perbankan Syariah, 2025)
Digital application-based transportation services such as Go-Ride are increasingly in demand by the public, especially in Jember City which has a high level of mobility. This study examines the effect of promotion and service quality on customer satisfaction in using Go-Ride services in Jember. The main problem raised is whether promotion and service quality partially or simultaneously have a significant effect on customer satisfaction. This study uses a quantitative approach with a survey method by distributing questionnaires to Go-Ride customers in three main sub-districts in Jember. Data were analyzed using multiple linear regression to test the relationship between promotion variables, service quality, and customer satisfaction. The results of the study indicate that both promotion and service quality have a positive and significant effect on customer satisfaction, both partially and simultaneously. This finding emphasizes the importance of effective promotion strategies and improving service quality in increasing customer loyalty and satisfaction in online transportation services. In conclusion, online transportation service providers such as Go-Ride need to continue to optimize aspects of promotion and service quality to maintain and improve customer satisfaction amidst increasingly fierce competition in the current digital era. Keywords: Promotion, Service Quality, Customer Satisfaction, Go-Ride and Online Transportation Abstrak: Layanan transportasi berbasis aplikasi digital seperti Go-Ride semakin diminati masyarakat, khususnya di Kota Jember yang memiliki tingkat mobilitas tinggi. Penelitian ini mengkaji pengaruh promosi dan kualitas pelayanan terhadap kepuasan pelanggan dalam penggunaan jasa Go-Ride di Jember. Permasalahan utama yang diangkat adalah apakah promosi dan kualitas pelayanan secara parsial maupun simultan berpengaruh signifikan terhadap kepuasan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada pelanggan Go-Ride di tiga kecamatan utama di Jember. Data dianalisis menggunakan regresi linier berganda untuk menguji hubungan antara variabel promosi, kualitas pelayanan, dan kepuasan pelanggan. Hasil penelitian menunjukkan bahwa baik promosi maupun kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, baik secara parsial maupun simultan. Temuan ini menegaskan pentingnya strategi promosi yang efektif dan peningkatan kualitas pelayanan dalam meningkatkan loyalitas dan kepuasan pelanggan pada layanan transportasi online. Kesimpulannya, perusahaan penyedia jasa transportasi online seperti Go-Ride perlu terus mengoptimalkan aspek promosi dan kualitas pelayanan untuk mempertahankan dan meningkatkan kepuasan pelanggan di tengah persaingan yang semakin ketat di era digital saat ini. Kata Kunci: Promosi, Kualitas Pelayanan, Kepuasan Pelanggan, Go-Ride dan Transportasi Online.