Role of Consumer Buying Interest as an Intervening Variable in Increasing Go-Jek Customer Satisfaction in Aceh, Indonesia
- 10.2991/agc-18.2019.76How to use a DOI?
- Ease of Service, Price, Buying Interest and Consumer Satisfaction
This study aims to determine the direct and indirect effects of prices and the ease of service of Go-jek on buying interest with consumer satisfaction as an intervening variable. The research was conducted on the customers of Banda Aceh Go-jek Online, where the population in this study used non-probability sampling technique, the sample used was 220 consumers through the accidental sampling method. Data were analyzed through structural modeling education, then the data were tested for validity and reliability, outlier test, multicollinearity test, fit of model test and hypothetical test for total, direct and indirect effects. From the results of structural education modelling testing, it is known that prices have a direct and significant influence on buying interest of 42.0% and the ease of service has a direct influence on buying interest of 25,4 %. Furthermore, prices also have a direct and significant influence on customer satisfaction of 28, 3% and the ease of service also has a direct and significant influence on consumer satisfaction of 19.1%. Furthermore, the results of the study show that prices have an influence on satisfaction through buying interest, then the ease of service has an influence on buying interest through consumer satisfaction
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Gunawan Gunawan AU - Abdul Jabbar PY - 2019/01 DA - 2019/01 TI - Role of Consumer Buying Interest as an Intervening Variable in Increasing Go-Jek Customer Satisfaction in Aceh, Indonesia BT - Proceedings of the 1st Aceh Global Conference (AGC 2018) PB - Atlantis Press SP - 516 EP - 521 SN - 2352-5398 UR - https://doi.org/10.2991/agc-18.2019.76 DO - 10.2991/agc-18.2019.76 ID - Gunawan2019/01 ER -