Proceedings of the 1st Aceh Global Conference (AGC 2018)

Role of Consumer Buying Interest as an Intervening Variable in Increasing Go-Jek Customer Satisfaction in Aceh, Indonesia

Authors
Gunawan Gunawan, Abdul Jabbar
Corresponding Author
Gunawan Gunawan
Available Online January 2019.
DOI
10.2991/agc-18.2019.76How to use a DOI?
Keywords
Ease of Service, Price, Buying Interest and Consumer Satisfaction
Abstract

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

Copyright
© 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/).

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Volume Title
Proceedings of the 1st Aceh Global Conference (AGC 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
January 2019
ISBN
10.2991/agc-18.2019.76
ISSN
2352-5398
DOI
10.2991/agc-18.2019.76How to use a DOI?
Copyright
© 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  -