ii

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

xi

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