skripsi analisis perbedaan persepsi konsumen …repository.unika.ac.id/20702/1/14.d1.0295 dejan...
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SKRIPSI
ANALISIS PERBEDAAN PERSEPSI KONSUMEN
TRANSPORTASI OJEK ONLINE TERHADAP KUALITAS
LAYANAN GRABBIKE DAN GO-RIDE
(Studi kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis
Universitas Katolik Soegijapranata Semarang)
Diajukan untuk memenuhi syarat guna mencapai gelar Sarjana
pada Program Studi Manajemen Fakultas Ekonomi dan Bisnis
Universitas Katolik Soegijapranata
DEJAN THALIA VIANNE WINARTO
14.D1.0295
PROGRAM STUDI MANAJEMEN
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS KATOLIK SOEGIJAPRANATA
SEMARANG
2019
v
KATA PENGANTAR
Puji syukur kepada Tuhan Yang Maha Esa, karena berkat rahmat-Nya
peneliti dapat menyelesaikan Tugas Akhir Skripsi yang berjudul “ANALISIS
PERBEDAAN PERSEPSI KONSUMEN TRANSPORTASI OJEK ONLINE
TERHADAP KUALITAS LAYANAN GRABBIKE DAN GO-RIDE (Studi
kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Katolik
Soegijapranata Semarang)”. Peneliti sangat menyadari bahwa terdapat banyak
pihak yang telah membantu peneliti untuk dapat mengakhiri Tugas Akhir Skripsi
ini dengan baik. Oleh karena itu, pada kesempatan ini peneliti berterima kasih
kepada :
1. Tuhan Yesus Kristus yang setiap hari melimpahkan berkat dan kesehatan agar
skripsi ini dapat diselesaikan dengan baik.
2. Mama yang selalu menyebut nama saya dalam doa, Papa yang
selalumemberikan kata-kata pendukung, Kak Della yang bersusah payah
membiayai saya selama kuliah, Dek Derryl dan Dek Devon yang selalu
menjadi matahari untuk kakaknya yang stress menghadapi skripsi,
terimakasih karena selaluberada di samping saya melewati semua ini.
3. Pak Haryo Perwito, dosbing sekaligus bapak kedua, terimakasih karena selalu
memberi masukan, waktu, pikiran, ilmu, serta kesabaran menghadapi saya
selama penyelesaian skripsi ini.
4. Ibu Nunuk, dosen wali saya, terimakasih atas bantuan kelancaran KRS saya
selama studi di kampus, membimbing selama perwalian, dan menjadi salah
satu dosen idaman saya.
viii
MOTTO DAN PERSEMBAHAN
“Be the Best, but also Different”
-Peneliti
“If the universe didn’t need you, you wouldn’t be here”
-Unknown
“You don’t have to be great to start, but you have to start to be great”
– Zig Ziglar
Skripsi ini saya persembahkan untuk:
Mama, Papa, Kak Della, Dek Derryl, dan Dek Devon
Keluarga Yossy Winarto
ix
ABSTRAK
“ANALISIS PERBEDAAN PERSEPSI KONSUMEN TRANSPORTASI
OJEK ONLINE TERHADAP KUALITAS LAYANAN
GRABBIKE DAN GO-RIDE
(Studi kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis
Universitas Katolik Soegijapranata Semarang)”
Dejan Thalia Vianne Winarto
Universitas Katolik Soegijapranata
Semarang
2019
Penelitian ini bertujuan untuk mengetahui perbedaan persepsi konsumen terhadap
kualitas layanan Price, Promotion, People, Process, dan Physical Evidence
antara GrabBike dan Go-Ride. Jenis penelitian yang digunakan adalah penelitian
desktiptif. Sampel yang digunakan sebanyak 100 (seratus) responden dengan
menggunakan teknik purposive sampling. Teknik pengujian instrumen dalam
penelitian ini yaitu uji validitas dan reliabilitas, sedangkan teknik analisis data
menggunakan uji normalitas, uji homogenitas, uji Mann Whitney-U, dan analisis
deskriptif. Hasil penelitian ini menunjukkan bahwa tidak ada perbedaan persepsi
konsumen terhadap kualitas layanan Price, Promotion, People, Process, dan
Physical Evidence antara GrabBike dan Go-Ride.
Kata Kunci, Kualitas Layanan, Perbedaan Persepsi
x
ABSTRACT
"ANALYSIS OF THE DIFFERENCE OF ONLINE OJEK
TRANSPORTATION CONSUMERS ON SERVICE QUALITY
GRABBIKE AND GO-RIDE
(Case study in the Faculty of Economics and Business students
Soegijapranata Catholic University Semarang)
Dejan Thalia Vianne Winarto
Soegijapranata Catholic University
Semarang
2019
This study aims to determine differences in consumer perceptions of service
quality Price, Promotion, People, Process, and Physical Evidence between
GrabBike and Go-Ride. This type of research is descriptive research. The sample
used was 100 (one hundred) respondents using purposive sampling technique.
Instrument testing techniques in this study are the validity and reliability test,
while the data analysis technique uses the normality test, homogeneity test, Mann
Whitney-U test, and descriptive analysis. The results of this study indicate that
there is no difference in consumer perceptions of the service quality of Price,
Promotion, People, Process, and Physical Evidence between GrabBike and Go-
Ride.
Keywords, Service Quality, Perception Differences
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DAFTAR ISI
HALAMAN SAMPUL ................................................................................. i
HALAMAN JUDUL ..................................................................................... ii
HALAMAN PERNYATAAN ORISINALITAS ......................................... iii
HALAMAN PENGESAHAN SKRIPSI ...................................................... iv
KATA PENGANTAR .................................................................................. v
HALAMAN PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH
UNTUK KEPENTINGAN AKADEMIS .................................................... vii
MOTTO DAN PERSEMBAHAN .............................................................. viii
ABSTRAK ................................................................................................... ix
DAFTAR ISI ................................................................................................ xi
DAFTAR TABEL ....................................................................................... xiii
DAFTAR GAMBAR ................................................................................... xv
DAFTAR LAMPIRAN ............................................................................... xvi
BAB I PENDAHULUAN
1.1. Latar Belakang Penelitian ........................................................ 1
1.2. Perumusan Masalah dan Batasan Masalah .............................. 5
1.3. Tujuan Penelitian ..................................................................... 6
1.4. Manfaat Penelitian .................................................................. 6
1.5. Sistematika Penelitian .............................................................. 7
BAB II LANDASAN TEORITIS
2.1. Landasan Teori ........................................................................ 8
2.2. Penelitian Terdahulu ............................................................... 24
2.3. Kerangka Pikir Penelitian ....................................................... 26
2.4. Hipotesis Penelitian ................................................................ 27
2.5. Definisi Operasional ............................................................... 27
xii
BAB III METODE PENELITIAN
3.1. Objek dan Lokasi Penelitian ................................................... 31
3.2. Jenis dan Sumber Data ............................................................ 31
3.3. Populasi, Sampel, dan Teknik Sampling ................................ 32
3.4. Metode Pengumpulan ............................................................. 33
3.5. Uji Instrumen Penelitian ......................................................... 34
3.6. Metode Analisis Data .............................................................. 35
BAB IV ANALISIS DAN PEMBAHASAN
4.1. Perusahaan GRAB Indonesia .................................................. 41
4.2. Perusahaan Go-Jek .................................................................. 43
4.3. Analisis Data ........................................................................... 45
4.4. Uji Statistik ............................................................................. 66
4.5. Pembahasan ............................................................................ 76
BAB V PENUTUP
5.1. Kesimpulan ............................................................................. 86
5.2. Saran ....................................................................................... 86
5.3. Keterbatasan Penelitian ........................................................... 88
DAFTAR PUSTAKA .................................................................................. 89
LAMPIRAN ................................................................................................. 95
xiii
DAFTAR TABEL
Tabel ................................................................................................... Halaman
1.1 Informasi umum Grab dan Go-Jek ................................................. 3
2.1 Definisi Operasional Variabel ........................................................ 28
3.1 Rentang Skala ................................................................................ 36
4.1 Jenis Layanan Grab ........................................................................ 42
4.2 Jenis Layanan Go-Jek .................................................................... 44
4.3 Umur Responden ........................................................................... 46
4.4 Jenis Kelamin Responden .............................................................. 46
4.5 Tabulasi Silang Jenis Kelamin-Alasan .......................................... 47
4.6 Jurusan Responden......................................................................... 47
4.7 Tabulasi Silang Jurusan-Alasan ..................................................... 48
4.8 Angkatan Responden ..................................................................... 48
4.9 Uang Saku Responden Tiap Bulan ................................................ 49
4.10 Tabulasi Silang Uang Saku-Frekuensi ........................................... 49
4.11 Kendaraan Pribadi .......................................................................... 50
4.12 Tabulasi Silang Kendaraan Pribadi-Frekuensi............................... 50
4.13 Tabulasi Silang Kendaraan Pribadi-Alasan ................................... 51
4.14 Tujuan Penggunaan Layanan ......................................................... 52
4.15 Tabulasi Silang Tujuan-Frekuensi ................................................. 52
4.16 Alasan Penggunaan Layanan ......................................................... 53
4.17 Tabulasi Silang Alasan-Frekuensi ................................................. 53
4.18 Penggunaan GrabBike dan Go-Ride .............................................. 54
4.19 Preferensi Layanan......................................................................... 55
4.20 Tabulasi Silang Preferensi-Frekuensi ............................................ 55
4.21 Alasan Memilih Layanan ............................................................... 56
4.22 Tabulasi Silang Alasan Memilih-Preferensi .................................. 57
4.23 Hasil Data Indikator Price GrabBike ............................................. 58
4.24 Hasil Data Indikator Price Go-Ride .............................................. 59
4.25 Hasil Data Indikator Promotion GrabBike .................................... 60
4.26 Hasil Data Indikator Promotion Go-Ride ...................................... 60
4.27 Hasil Data Indikator Process GrabBike ......................................... 61
4.28 Hasil Data Indikator Process Go-Ride .......................................... 62
4.29 Hasil Data Indikator People GrabBike .......................................... 64
xiv
4.30 Hasil Data Indikator People Go-Ride ............................................ 64
4.31 Hasil Data Indikator Physical Evidence GrabBike ........................ 65
4.32 Hasil Data Indikator Physical Evidence Go-Ride .......................... 66
4.33 Hasil Uji Normalitas One Sample Kolmogorov-Smirnoff .............. 67
4.34 Hasil Uji Homogenitas Levene ...................................................... 68
4.35 Rank Indikator Price ...................................................................... 69
4.36 Uji Mann-Whitney U Indikator Price ............................................ 69
4.37 Rank Indikator Promotion ............................................................. 70
4.38 Uji Mann-Whitney U Indikator Promotion .................................... 71
4.39 Rank Indikator Process .................................................................. 72
4.40 Uji Mann-Whitney U Indikator Process ........................................ 72
4.41 Rank Indikator People ................................................................... 73
4.42 Uji Mann-Whitney U Indikator People .......................................... 74
4.43 Rank Indikator Physical Evidence ................................................. 75
4.44 Uji Mann-Whitney U Indikator Physical Evidence ........................ 75
xv
DAFTAR GAMBAR
Gambar ................................................................................................... Halaman
1.1 Logo Grab ....................................................................................... 3
1.2 Logo Go-Jek.................................................................................... 3
2.1 Desain Kerangka Pikir Penelitian .................................................. 26
4.1 Logo Grab ...................................................................................... 41
4.2 Logo Go-Jek................................................................................... 43
xvi
DAFTAR LAMPIRAN
Lampiran ................................................................................................. Halaman
1 Contoh Kuesioner .......................................................................... 99
2 Kuesioner Seratus Responden ....................................................... 100
3 Hasil Data Responden ................................................................... 600
4 Hasil Data GrabBike ..................................................................... 605
5 Hasil Data GrabBike ..................................................................... 613
6 Hasil Uji Normalitas dan Homogenitas ........................................ 621