PENGARUH KUALITAS PELAYANAN, RESPONSIVITAS LAYANAN, DAN KEAMANAN TRANSAKSI TERHADAP KEPUASAN PELANGGAN

This study aims to analyze the influence of service quality, service responsiveness, and transaction security on customer satisfaction among Gojek application users at Darul Ulum University Jombang. Employing a quantitative associative approach, data were collected through questionnaires distributed to 94 active student respondents using the Slovin formula and simple random sampling technique. Data analysis was performed using SPSS 21 version software, involving classical assumption tests and multiple linear regression. The results indicate that service quality, service responsiveness, and transaction security each have a partial, positive, and significant impact on customer satisfaction. Transaction security was identified as the most dominant factor influencing user satisfaction. Simultaneously, the three independent variables significantly affect customer satisfaction with a coefficient of determination (R2) of 0.695. This indicates that 69.5% of the variation in customer satisfaction can be explained by the model, while the remaining 30.5% is influenced by other factors outside the scope of this study.