Analisis Tingkat Kepuasan Pelanggan terhadap Layanan GoRide di Kecamatan Cibinong Kabupaten Bogor

Abstract

Perkembangan transportasi online meningkatkan tuntutan terhadap kualitas layanan untuk memenuhi kepuasan pelanggan. Meskipun GoRide banyak digunakan masyarakat, masih terdapat atribut layanan yang belum sepenuhnya memenuhi harapan pelanggan. Penelitian ini bertujuan menganalisis tingkat kepuasan pelanggan dan menentukan prioritas perbaikan layanan GoRide di Kecamatan Cibinong, Kabupaten Bogor. Penelitian dilaksanakan pada Juni 2026 menggunakan pendekatan kuantitatif terhadap 100 responden yang dipilih secara purposive sampling. Instrumen diuji kepada 30 responden, sedangkan analisis data menggunakan SERVQUAL, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), dan Potential Gain in Customer Value (PGCV). Hasil penelitian menunjukkan nilai CSI sebesar 79,97% (kategori puas) dengan nilai gap rata-rata -0,66. Prioritas utama perbaikan meliputi kebersihan helm, pelayanan tanpa membedakan pelanggan, kemampuan pengemudi memahami lokasi penjemputan yang sulit dijangkau, serta kepatuhan pengemudi untuk tidak menggunakan telepon genggam selama perjalanan.

The rapid growth of online transportation has increased the demand for high-quality services to achieve customer satisfaction. Although GoRide is widely used by the public, several service attributes have not fully met customer expectations. This study aimed to analyze customer satisfaction and determine service improvement priorities for GoRide in Cibinong District, Bogor Regency. The study was conducted in June 2026 using a quantitative approach involving 100 respondents selected through purposive sampling. The research instrument was tested on 30 respondents, and the data were analyzed using the Service Quality (SERVQUAL) approach, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and Potential Gain in Customer Value (PGCV). The results showed a CSI value of 79.97%, indicating that customers were satisfied, with an average gap value of -0.66. The main service improvement priorities were helmet cleanliness, equal treatment of customers, drivers’ ability to identify difficult pick-up locations, and drivers’ compliance with the prohibition on using mobile phones while driving.