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312
THE RELATIONSHIP BETWEEN SERVICE QUALITY, AND PERCEPTION
OF EXPEDIENCY WITH THE DECISION OF GO-RIDE SERVICE USERS IN
MAKASSAR
Ernawati
1
, Andi Maulani Muchtar
2
, Vebby Anwar
3*
, Norhaedah
4
Faculty of Social and Political Sciences, Makassar Islamic University, Indonesia
1,2,4
STIE Pelita Buana Makassar, Indonesia
3
ernawati.dty@uim-makassar.ac.id
1
, [email protected]
3
PAPER INFO ABSTRACT
Received: 02-03-2023
Revised: 25-03-2023
Approved: 15-04-2023
This study aims to analyze the relationship between service quality, perceived
utility, and the choices made by go-ride service users in Makassar. The theories
used in this study are the service decision theory developed by Kotler and Keller,
Davis’s theory of perceived usefulness, and Kotler’s theory of service quality. 50
Makassar go-ride service users were given questionnaires as part of the
quantitative study methodology. The Pearson product-moment correlation
approach is the one employed for data analysis. The study finds findings that
decisions about which services to employ are positively and significantly
correlated with both service quality and perceived usefulness.
Keywords: Benefit Perception; Service User Decision; Service Quality
INTRODUCTION
To encourage strategies to increase sales results, a company is required to be able to attract
customers and understand the wants and needs of customers, so that later they will decide to buy
and use goods or services offered by producers. Through maximum service levels, customers will
feel happy and their confidence in using a product will be greater and more positive. When
customers get something based on their expectations, their trust in the customer will be more
positive. Customer confidence in an enterprise largely depends on the good quality of service
from the company. Customer confidence is a form of agreement with the company, as a result of
their decision to use the products or services offered by the company (Tjiptono, 2001).
This is what was later developed by PT. Go-Jek Indonesia. This startup company known
as a startup initiated by Nadiem Makarim is a company formed in Jakarta in 2010. This company
houses transportation services via the Internet and applications that provide more value for users
of transportation services, especially conventional motorcycle taxis, this certainly does not escape
the efficiency provided. Go-Jek has successfully revolutionized the industry of traditional Ojek
transportation modes by making mobile internet technology the main tool. When it was first
established, this company tried to offer several features, such as the delivery of goods, online
shopping, food delivery, and of course online motorcycle taxi applications ordered through
mobile applications. The Go-Jek application can be downloaded on the Google Play Store and on
the Apple iOS operating system and has been downloaded more than 22 million times as of
January 2018 (Ismail, 2014).
Furthermore, to meet market desires in various regions in Indonesia, Go-Jek has now
colored the wheels of life in several cities in Indonesia, such as the Greater Jakarta area, Surabaya,
Bandung, Yogyakarta, Makassar, Medan, Palembang, and several other big cities in Indonesia.
The emergence of this startup is certainly well-received among the people of Indonesia. This is
proven by the soaring Go-Jek application users in Indonesia. On the other hand, the company's
rapid growth indicates that there is a good response from the company's customers.
Based on the above phenomena, this research will be analyzed further to determine the
relationship between service quality and the perceived usefulness of the decision to use go-ride
services in Makassar (Nitisusastro Mulyadi, 2012).
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RESEARCH METHOD
Researchers use quantitative research methods with observations in this study are users of
Go-Ride Makassar online transportation services totaling 50 people. The sampling using non-
random sampling techniques. In this study, data collection used interviews, observation, and
distribution questionnaires (Sugiyono, 2014). Pearson product-moment correlation is used as a
data analysis technique in this observation and uses computer software, namely SPSS as a tool.
The data analysis used is associative, analysis prerequisite test, normality test, and linearity test
(Sugiyono, 2018).
Figure 1 Research Model
Based on Figure 1, service quality and perceived expediency are assumed to influence the decision
to use go-ride services in Makassar.
Measurements and Samples
Data collection using the help of questionnaires and applying Likert scales that have values from
1 to 5 (Sugiyono, 2017). The Likert scale uses 5 scales, namely 5 (strongly agree), 4 (agree), 3
(disagree), 2 (disagree) 1 (strongly disagree). Table 1 is an indicator used to measure the influence
of each variable.
Table 1
Dimensions and Indicators
Variable
Dimension
Indikator
Quality of
Service (X1)
Tangible (existing)
Adequate equipment
Good communication
Realibity (reliability)
Customer handling actions
Satisfactory service
Responsiveness
Responsive service
Assurance
Realizing the convenience of service
recipients
Empathy (Empathy)
Provide convenience in service
Good communication
Perception of
expediency
(X2)
Accessibility
Provide ease of access
Transaction
Provide convenience in the transaction
system
Provide security in the transaction process
Service
Providing fast service
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RESULTS AND DISCUSSION
Respondent Criteria
The criteria for respondents to this observation fall into three main criteria, which include
gender, age, and occupation. The criteria for such respondents can be described as follows:
1. Respondent Criteria by Gender
The clear placement of individuals in a category, namely male and female, is a
criterion based on sex. The gender of a region's society is often used as a reference in the
structure of analysis and socio-economic conditions of a community (Mudrajat, 2009).
Table 2
Criteria for respondents by gender
Gender
Percentage (%)
Woman
62
Male
38
Total
100
Source: Data processed (2019)
Referring to Table 2, it is known that from 50 respondents who use services from Go-
Ride in Makassar City, women are 31 or 62% while for male respondents as many as 19
people or 38%. Of the total respondents of service users from Go-Ride Makassar City
selected, there are more female respondents than male respondents.
2. Criteria for Respondents According to Age
Age is a benchmark and a variety of activities that can be done by each individual
(Sadono, 2006, p. 48). Here are the criteria for respondents based on age:
Table 3
Kriteria respondents by age
Age
Frequency (people)
15-20
7
21-25
37
26-30
3
31-35
3
Total
50
Source: Data processed (2019)
Referring to Table 3, information was obtained that the age of respondents of service
users from Go-Ride Makassar City was in the range of 15-20 years as many as 7 people or
14%, while for the range of 21-25 years was the most number, amounting to 37 people or
74%, then for the range of 26- 30 years amounted to 3 people or 6%, and for respondents
with a range of 31-35 years as many as 3 people or 6%.
3. Characteristics of respondents by occupation
Table 4
Characteristics of respondents by occupation
Types of Jobs
Percentage (%)
Student
78
Private Employees
10
Students
8
Other
4
Total
100
Source: Data processed (2019)
Referring to the job characteristics of respondents in Table 4 above, information
was obtained that as many as 39 people or 78% of respondents were students, private
employees amounted to 5 people or 10%, students 4 or 8%, and others-others as many
as 2 people or 4%. Based on the job characteristics of respondents, the majority of
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respondents are college students with a total of 78%, it stands to reason, the location of
the case study is the city of Makassar, so most respondents who use Go-Ride services are
more than students.
Test validity
The calculation of the validity test using SPSS 21 with the criteria for making a valid
decision or not of an instrument is by comparing the r count with the r table (0.361), with a
confidence level of 99% and a significance level of 1%. If r counts > r table, then the statement
item is valid, while if r counts < r table, then the statement item is invalid (Azwar, 2011).
Table 5
Service quality validity test
Instrument Items
r calculate
Information
1
0,611
Valid
2
0,607
Valid
3
0,571
Valid
4
0,692
Valid
5
0,638
Valid
6
0,670
Valid
7
0,632
Valid
8
0,748
Valid
9
0,676
Valid
Source: Data processed (2019)
Table 6
Test the validity of perceived expediency
Instrument Items
r calculate
Information
1
0,752
Valid
2
0,709
Valid
3
0,723
Valid
4
0,750
Valid
5
0,818
Valid
Source: Data processed (2019)
Table 7. Test the validity of service user decisions
Instrument Items
r calculate
Information
1
0,503
Valid
2
0,491
Valid
3
0,735
Valid
4
0,795
Valid
5
0,642
Valid
6
0,666
Valid
Source: Data processed (2019)
Reliability Test
The validity test of this observation questionnaire uses criteria instrument reliability index
according to Arikunto (Ferdinand, 2014),(Augusty & Ferdinand, 2006) namely:
Between 0.800 – 1.00= very strong
Between 0.600 – 0.799= strong
Between 0.400 – 0.599= sufficient
Between 0.200 – 0.399= low
Between 0.000 – 0.199= very weak
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Table 8
Service quality reliability test
Reliability Statistics
Variable
Cronbach's Alpha
N of Items
Quality of Service
0,826
9
Perception of Expediency
0,806
5
Service User Decisions
0,715
6
Source: Data processed (2019)
Referring to Table 8, it is known that: the service quality instrument has a Cronbach's Alpha
value (0.826) > 0.799, the expediency perception instrument has a Cronbach's Alpha value (0.806)
> 0.799, and the service use decision instrument has a Cronbach's Alpha value (0.715) > 0.599
so that Service quality and perception of expediency have very strong reliability while service
user decisions have strong reliability.
Normality Test
Normality testing in this study used Uji Kolmogrov-smirnov with the following results:
Table 9
Normality test results
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N
50
Normal Parameters
a,b
Mean
0,0000000
Std. Deviation
1,34222330
Most Extreme Differences
Absolute
0,091
Positive
0,076
Negative
-0,091
Kolmogorov-Smirnov Z
0,647
Asymp. Sig. (2-tailed)
0,797
Source: Data processed (2019)
Based on the results of the normality test above, it shows that the observation variable has
a confidence level of more than 0.05 pad (sig> 0.05), so it can be concluded that the observation
data is normally distributed.
Linearity Test
The results of the linearity test recap are summarized in the following table.
Table 10
Results Uji Reliability
Variable
Significance
Conclusion
Quality of service with the decision of service
users
0,567
Linear
Perception of expediency with service user
decisions
0,849
Linear
Source: Data processed (2019)
Based on the results of the linearity test table 1 0, it is concluded that all observation
variables have confidence values higher than 0.05 (P>0.05), this indicates that all observation
variables are linear.
Hypothesis Testing
1. Pearson Product Moment Correlation Test
The results of the pearson product moment correlation are presented in Table 11.
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Referring to table 10 it can be seen that the correlation between service quality variables and
service use decisions is 0.810 which means there is a unidirectional positive relationship, the
greater the value of service quality, the higher the value of service use decisions. The
correlation between the variable of perception of expediency and the decision to use services
is 0.740 which means that there is a positive relationship in the same direction, the greater
the value of the perceived benefit, the higher the value of the decision to use services.
Based on the above values it can beconcluded that :
a) The correlation between service quality variables and service user decisions is strong,
significant, and unidirectional.
b) The correlation between the variables of perceived expediency and the decisions of
service users is strong, significant, and unidirectional.
Table 11
Pearson product-moment correlation results
Correlations
Quality of
Service
Perception of
Expediency
Service
Usage
Decision
Quality of
Service
Pearson Correlation
1
0,788
**
0,810
**
Sig. (2-tailed)
0,000
0,000
N
50
50
50
Perception of
Expediency
Pearson Correlation
0,788
**
1
0,740
**
Sig. (2-tailed)
0,000
0,000
N
50
50
50
Service User
Decisions
Pearson Correlation
0,810
**
0,740
**
1
Sig. (2-tailed)
.000
0,000
N
50
50
50
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Data processed (2019)
a. Test T (Partial)
Partially the relationship between the two independent variables with the dependent
variable is shown in the following table:
Table 12
T Test
Variable
t count
t table
Itself.
Quality of Service
4,495
2,011
0,000
Perception of Expediency
2,018
2,011
0,045
Source: Data processed (2019)
In Table 12, the relationship between each variable can be described as follows:
1) Service Quality Variable (X
1
)
Based on the calculated t value for this variable of 4.495 is greater than t tablet (2.011)
and has a significant level of 0.000, then Ha is accepted. So it can be concluded that
the service quality variable (X
1
) has a positive and significant influence on service
user decision variables (Y).
2) Expediency Perception Variable (X
2
)
Based on the t count (2.018) it is greater than t table (2.011) and has a significance
level of 0.045, so Ha is accepted. It can be concluded, perceived usefulness (X2) has
a positive effect on service user decisions (Y).
Referring to the above, it was decided that the service quality variable (X
1
) and the
perception of expediency (X
2
) had a positive and significant relationship with the service
user decision variable (Y).
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b. Double Correlation
For the purposes of interpreting multiple correlations, it is seen from the value of R. if
the R value is close to 1, the correlation is stronger (Riduwan, 2016).
Table 13
Double correlation
Model Summary
Model
R
R
square
Adjusted
R square
Std.
Error of
the
Estimate
Change Statistics
Rsquare
Change
F
change
df 1
df2
Sif. F
Change
1
0,827
a
0,684
0,671
1,37048
0,684
50,873
2
47
0,000
Predictors: (Constant), Perception of Expediency (X2), Quality of Service (X1)
Dependent Variable: Service User Decision (Y)
In table 13, the correlation coefficient (R) is 0.827, this value indicates that the
relationship of all variables is very strongly bound.
Simultaneously, the relationship between the two variables was tested using Test F
(Ghozali, 2016) (Imam, 2013). The test results are shown in table 14.
Table 14
Test F
ANOVA
a
Model
Sum of Squares
df
Mean Square
F
Itself.
1
Regression
191,103
2
95,552
50,873
0,000
b
Residual
88,277
47
1,878
Total
279,380
49
a. Dependent Variable: Service User Decision (Y)
b. Predictors: (Constant), Perception of Expediency (X2), Quality of Service (X1)
Referring to table 14, the calculated f value of 279,380 is greater than the table f of 3.19.
This shows that service user decisions or service quality factors and perceived benefits
together have a significant relationship with service user decisions.
DISCUSSION
Based on the results of observations, it can be seen that the independent variables, namely
observation, namely service quality (X1), perceived usefulness (X2) together have a positive and
significant influence on user service decisions (Y) on the use of Go-Ride services in Makassar
City, and partially the two independent variables have a positive and significant influence on
service user decisions (Y) for Go-Ride service users in Makassar City.
a. The relationship between service quality and service user decisions
The results showed that service quality had a positive and significant effect on Go-Ride
service decisions in Makassar City, where the t-count was 4.495 and the t-table value of this
variable in the 5% distribution table was 2.011. This means that t-count (4.495) greater than
t table (2.011) and has a significance of 0.000, so that Ha is accepted. Based on these results
it can be concluded, service quality has a positive and significant effect on the decisions of
service users.
Service quality has an influence on the decision to use a suit. This research is supported
by Lukman's research (2014) which found that service quality will drive consumer purchasing
decisions, besides that quality service can encourage consumers to establish strong
relationships with companies (Lukman, 2014).
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One of the competitive advantages possessed by the company is good service quality.
Consumer expectations are to get quality service in the form of goods or services and is
largely determined by the ability of producers to meet consumer needs consistently. Service
quality can be said to be satisfactory if the service provided exceeds the quality of service
expected by consumers.
Good service can provide satisfaction for customers or consumers. Consumers always
expect the best service, on time, and provide fast service. If consumers feel satisfied, they can
indirectly tell others about the satisfaction they get, so that in the end it can improve the
company's image. Therefore, companies must make service quality the main focus because it
can create decisions for consumers to reuse these services (Kotler & Keller, 2009).
b. The Relationship of Perception of Expediency with Service User Decisions
Based on the results of the study, it shows that perceived usefulness has a positive and
significant influence on the decisions of Go-Ride service users in Makassar City. According
to the research results, it can be proven by the results of t count of 2.018 while the t table
value of this variable in the 5% distribution table is 2.011. This means that t count (2.018) is
greater than t table (2.011) and has a significance level of 0.045, so the hypothesis can be
accepted. Therefore, the hypothesis that states "There is a positive and significant relationship
between the perception of expediency and the decision of service users" is acceptable.
This shows that theperception of benefits is related to the decision of Go-Ride service
users. this is in accordance with research conducted by Yunita Fitri Wahyuningtyas
(Wahyuningtyas & Widiastuti, 2015) and (C. Prasetya, 2014) (Prasetya, Kumadji, & Yulianto, 2014)
Consumers who feel they get benefits from Go-Ride services are interested in doing use of
services through Go-Ride, in addition, consumers feel that with the Go-R service, the idea
of ordering transportation is faster so that consumers feel helped by the services of this
Go-Jek application.
c. The relationship between service quality and perceived usefulness along with service
user decisions
Based on the results of the study, it was found that service quality and perceived benefits
jointly influence the decisions of Go-Ride service users in Makassar City. Therefore, the
hypothesis built in this study is that there is a jointly positive and significant relationship
between service quality, perceived benefits to service user decisions so that this hypothesis
can be accepted. Based on the observation results show that there is a positive and significant
relationship together between service quality and perceived benefits of service decisions, so
that the hypothesis that is built is acceptable (Abdurrahman, 2015).
Service quality is closely related to service user decisions. This research is in line with
research (C. H. A. Prasetya et al., 2014) which found that there is a positive relationship
between service quality and service user decisions. Besides that, a high perceived usefulness
has a strong relationship to the decisions of service users.
Service quality and perceived expediency both have a significant relationship with
service user decisions. The achievementn success of service companies can be carried out by
paying more attention to service quality and perception of usefulness to spur service use
decisions in achieving the company's optimal goals. Good service quality has a big impact,
related to consumer attitudes that ultimately make decisions, as well as the perception of
benefits felt by consumers that will influence the decisions of service users of a service
(Jasfar, 2012).
CONCLUSION
Based on the results of the research and discussion, it can be concluded that: 1) Service
quality has a positive and significant effect on the decision to use the service, 2) The perceived
usefulness has a positive and significant effect on the decision to use the service, 3) Service quality
has a positive and significant effect on the decision to use the service.
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