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DAFTAR ISI

ABSTRAK.................................................................................................. i
KATA PENGANTAR................................................................................ iii
DAFTAR ISI .............................................................................................. v
DAFTAR TABEL ..................................................................................... viii
DAFTAR GAMBAR ................................................................................. x
BAB I. PENDAHULUAN
1.1. Latar Belakang Masalah.............................................................. 1
1.2. Rumusan Masalah....................................................................... 4
1.3. Tujuan Penelitian......................................................................... 4
1.4. Manfaat Penelitian....................................................................... 4
1.5. Sistematika Penulisan.................................................................. 5
BAB II. TELAAH PUSTAKA
2.1...................................................................................................Jasa
....................................................................................................7
2.1.1. Pengertian jasa................................................................... 7
2.1.2. Karakteristik Jasa............................................................... 8
2.2.....................................................................................Kepuasan Pelanggan
...................................................................................................10
2.2.1. Pengertian Kepuasan Pelanggan........................................ 10
2.2.2. Dimensi Kepuasan Pelanggan............................................ 12
2.2.3. Program Kepuasan Konsumen........................................... 13
2.2.4. Dimensi, Atribut atau Faktor Mengevaluasi
Kepuasan Konsumen.......................................................... 14
2.2.5. Manfaat Kepuasan Pelanggan............................................ 16
2.2.6. Program Kepuasan Konsumen........................................... 17
2.2.7. Strategi Kepuasan Pelanggan............................................. 18
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2.2.8. Pengukuran Kepuasan Pelanggan...................................... 21


2.2.9. Indikator Kepuasan Konsumen.......................................... 23
2.3.....................................................................................Penelitian Terdahulu
...................................................................................................24
BAB III. METODE PENELITIAN
3.1. Lokasi Penelitian................................................................... 26
3.2. Jenis dan Sumber Data.......................................................... 26
3.3. Populasi dan Sampel.............................................................. 26
3.4. Konsep Operasional Variabel Penelitian............................... 28
3.5. Metode Pengumpulan Data................................................... 29
3.6. Teknik Analisis Data............................................................. 30

BAB IV. GAMBARAN UMUM OBJEK PENELITIAN


4.1.............................................................................. Sejarah Singkat Go-Jek
...............................................................................................32
4.2....................................................................................... Logo Go-Jek
...............................................................................................33
4.3...................................................................................... Visi Dan Misi
...............................................................................................34
4.4...................................................................................Pelayanan GOJEK
...............................................................................................35
4.5......................................................................................Visi Dan Misi
...............................................................................................36

BAB V. HASIL PENELITIAN DAN PEMBAHASAN


5.1............................................................................Karakteristik Responden
.............................................................................................37
5.1.1. Karakteristik Berdasarkan Jenis Kelamin................... 37
5.1.2. Karakteristik Berdasarkan Tingkat Umur................... 37
5.1.3. Karakteristik Berdasarkan Tingkat Pendidikan.......... 38
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5.1.4. Karakteristik Berdasarkan Pekerjaan.......................... 38


5.2.........................................................................Uji Validitas dan Reliabilitas
.............................................................................................39
5.2.1. Uji Validitas................................................................ 39
5.2.2. Uji Reliabilitas............................................................ 40
5.3.........................................................................Deskripsi Variabel Penelitian
.............................................................................................41
5.3.1. Kepuasan Konsumen.................................................. 41
5.3.2. Rekapitulasi Tanggapan Responden........................... 56
5.4......................................................................................Pembahasan
.............................................................................................57

BAB VI KESIMPULAN DAN SARAN


6.1 Kesimpulan.................................................................................. 60
6.2 Saran............................................................................................ 60
DAFTAR PUSTAKA................................................................................. 62
LAMPIRAN