ANALISIS KEPUASAN PELANGGAN TERHADAP LAYANAN GRAB DALAM JASA ANTAR JEMPUT DI KOTA TEBING TINGGI - Fitrianingsih Fitrianingsih; Eka Mayastika Sinaga; Riska Audia; Puji Wardani (Smart Education, 2024)
Abstract: This study aims to analyze customer satisfaction with the quality of Grab's ride-hailing services in Tebing Tinggi City. The study is motivated by the increasing use of app-based transportation services, which requires service providers to deliver fast, safe, comfortable, affordable, and responsive services that meet customer needs. This research employed a quantitative approach, with data collected through questionnaires distributed to Grab users in Tebing Tinggi City. The analysis was conducted by examining customers' perceptions of the ease of using the application, pickup punctuality, drivers' attitude and professionalism, safety, comfort, price fairness, and responsiveness in handling customer complaints. The findings indicate that customer satisfaction is influenced by a combination of digital service quality and the quality of direct interactions between customers and drivers. The ease of booking through the application, transparent fare information, travel comfort, drivers' courteous behavior, and customers' perceptions of affordable pricing are the main factors contributing positively to customer satisfaction. However, several aspects still require improvement, particularly the consistency of pickup punctuality, safety standards, application stability, and the speed of complaint handling. The study concludes that improving customer satisfaction with Grab services in Tebing Tinggi City requires an integrated service approach that emphasizes technological innovation, human resource quality, safety, pricing transparency, and an effective customer feedback and evaluation mechanism. Keywords: Customer Satisfaction, Grab Services, Online Transportation. Abstrak: Penelitian ini bertujuan untuk menganalisis kepuasan pelanggan terhadap kualitas layanan Grab dalam jasa antar-jemput di Kota Tebing Tinggi. Penelitian ini dilatarbelakangi oleh semakin meningkatnya penggunaan layanan transportasi berbasis aplikasi yang menuntut perusahaan untuk memberikan pelayanan yang cepat, aman, nyaman, terjangkau, dan responsif terhadap kebutuhan pelanggan. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada pengguna layanan Grab di Kota Tebing Tinggi. Analisis dilakukan dengan mengidentifikasi persepsi pelanggan terhadap kemudahan penggunaan aplikasi, ketepatan waktu penjemputan, sikap dan profesionalisme pengemudi, keamanan, kenyamanan, kesesuaian harga, serta respons terhadap keluhan pelanggan. Hasil penelitian menunjukkan bahwa kepuasan pelanggan dipengaruhi oleh kombinasi kualitas layanan digital dan kualitas interaksi langsung antara pelanggan dengan pengemudi. Kemudahan pemesanan melalui aplikasi, informasi tarif, kenyamanan perjalanan, sikap pengemudi, dan persepsi harga yang terjangkau menjadi aspek yang memberikan kontribusi positif terhadap kepuasan pelanggan. Namun demikian, masih terdapat beberapa aspek yang perlu ditingkatkan, terutama konsistensi ketepatan waktu penjemputan, standar keselamatan, kestabilan layanan aplikasi, serta kecepatan penanganan keluhan. Penelitian ini menyimpulkan bahwa peningkatan kepuasan pelanggan Grab di Kota Tebing Tinggi memerlukan pendekatan pelayanan yang terpadu dengan memperhatikan aspek teknologi, kualitas sumber daya manusia, keamanan, transparansi harga, dan mekanisme evaluasi pelanggan. Kata kunci: Kepuasan Pelanggan, Layanan Grab, Transportasi Online.