Analysis of the customer’s loyalty of the online transportation service Gojek

Heni Nastiti, Jenji Gunaedi A and Dewi Cahyani Pangestuti
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Heni Nastiti: Faculty of Economics and Business, University Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia
Jenji Gunaedi A: Faculty of Economics and Business, University Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia
Dewi Cahyani Pangestuti: Faculty of Economics and Business, University Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 5, 17-29

Abstract: Gojek has become a widely-known online transportation service in Indonesia, including East Bekasi, a major city that encompasses one of the biggest population numbers, right behind Jakarta. This results in the occurrences of traffic jams and, consecutively, the public’s need for comfortable, fast, and safe transportation. The purpose of this research is to identify, prove and analyze the loyalty of East Bekasi Gojek customers. In this paper, the researched variables include a brand image, promotion, service quality, customer satisfaction and customer loyalty. This research uses a quantitative method, namely the purposive sampling method, using samples from 96 respondents. The data used are gathered from the questionnaire spread, and data analysis is done using SmartPLS 3.0. The result of this research finds that for the direct influence of brand image, promotion, and service quality on customer loyalty, all variables show positive and significant effects, with brand awareness showing an influence degree of 0,350, promotion with 0,364, and service quality with 0,289. As for the indirect influence of brand image, promotion, and service quality towards customer loyalty, brand awareness shows positive and significant effects on the degree of 0,319 while on the other hand, promotion, and service quality show positive yet insignificant effects with promotion being on the degree of 0,222 and service quality on 0,179. As for the indirect influence, the influence towards loyalty through customer satisfaction shows positive and significant effects with brand image on the degree of 0,098, promotion on 0,102, and service quality on 0,081. Meanwhile, the direct joint contribution of brand image, promotion, and service quality for customer satisfaction shows a degree of 81,70%, and indirectly it shows a degree of 82,40%, while the rest of the figure is caused by other factors not included within the model of this research. Key Words: Brand Image, Promotion, Service Quality, Customer Satisfaction, and Loyalty

Date: 2023
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