THE EFFECT OF PRICE AND SERVICE QUALITY ON CUSTOMER SATISFACTION OF GOJEK USERS


M Aditiya Pratama(1*), Ratih Kusumastuti(2)

(1) Universitas Jambi, Indonesia
(2) Universitas Jambi, Indonesia
(*) Corresponding Author

Abstract


This study aims to investigate the effect of price and service quality on customer satisfaction of Gojek service users in Jambi City. In a modern society that is increasingly adopting technology, Gojek as an online transportation service provider offers a variety of products and services, leading the market in Indonesia. This study involved 50 students majoring in accounting from Jambi University who often use Gojek services. This research method adopts an associative research approach with analysis involving validity, reliability, normality, multicollinearity, and heteroscedasticity tests, as well as multiple linear regression analysis with SPSS version 23. The results showed that price and service quality have a significant influence on Gojek customer satisfaction. Price and service quality are positive, indicating the importance of setting the right price and improving service quality in increasing customer satisfaction. The coefficient of determination is 82.7%, indicating the model can explain variations in customer satisfaction. A flexible pricing strategy and improved service quality can strengthen relationships with customers and maintain competitiveness in the online transportation service market. By understanding the factors that influence customer satisfaction, companies can continuously improve their services according to local customer expectations and needs.


Keywords


Price, Service Quality, Customer Satisfaction, Gojek

Full Text:

PDF

References


Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International journal of academic research in business and social sciences, 1(3), 232-258

Anggraini, F., & Budiarti, A. (2020). The Effect of Price, Promotion, and Service Quality on Customer Loyalty Mediated by Customer Satisfaction in Gojek Consumers. Journal of Economic Education (JUPE), 8(3), 86-94. https://doi.org/10.26740/jupe.v8n3.p86-94

Ariyandi, R., Dahmiri, D., & Sari, N. (2020). The effect of service quality and price on customer satisfaction of Gojek transportation services in Jambi City. Journal of Management Dynamics, 8(2), 73-84. https://doi.org/10.22437/jdm.v8i2.16869

Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Modeling Purchasing Decisions Through Consumer Satisfaction in the Marketplace: Product Quality and Service Quality (Literature Review of Marketing Management). Journal of Education Management and Social Sciences, 3(1), 211-224. https://doi.org/10.38035/jmpis.v3i1.867

De Toni, D., Milan, G. S., Saciloto, E. B., & Larentis, F. (2017). Pricing strategies and levels and their impact on corporate profitability. Revista de Administração (São Paulo), 52, 120-133.

Dewan, N., Hossain, M. B., Kim, G. G., Dunay, A., & Illés, C. B. (2022). Transportation Mobile Applications Adoption Behavior Does Affect Overseas Residents' Life Satisfaction: Involvement as A Moderator. Cogent Business & Management, 9(1), 2096998.

Dileep, M. R., & Mathew, V. (2017). Marketing of tourism industry: Enhancing services through marketing mix elements. In Strategic Marketing Management and Tactics in the Service Industry (pp. 304-329). IGI Global.

Jasin, M., Sesunan, Y., Aisyah, M., Fatimah, C., & Azra, F. (2023). SMEs repurchase intention and customer satisfaction: Investigating the role of utilitarian value and service quality. Uncertain Supply Chain Management, 11(2), 673-682.

Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers. International journal of marketing studies, 4(5), 81.

Kusuma, W., & Marlena, N. (2021). The Effect of Service Quality and Brand Image on Customer Satisfaction of Go-Jek Transportation Services in Surabaya City. Journal of Commerce Education (JPTN), 9(2), 1174-1180.

Lee, Y. J., Kim, I. A., van Hout, D., & Lee, H. S. (2021). Investigating effects of cognitively evoked situational context on consumer expectations and subsequent consumer satisfaction and sensory evaluation. Food Quality and Preference, 94, 104330.

Lie, D., Sudirman, A., Efendi, E., & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8), 421-428.

Meirovich, G., Jeon, M. M., & Coleman, L. J. (2020). Interaction of normative and predictive expectations in customer satisfaction and emotions. Journal of Marketing Analytics, 8, 69-84.

Mendoza, E. C. (2021). A study of online customers repurchase intention using the 4Rs of marketing framework. International Review of Management and Marketing, 11(2), 1.

Norawati, S., Arman, A., Ali, A., Ihsan, A., & Putra, E. (2021). Analysis of Product Variation, Quality of Service and Their Effect on Customer Satisfaction. IJEBD (International Journal Of Entrepreneurship And Business Development), 4(6), 954-960.

Oktarini, R. (2020). The Effect of Service Quality and Price on Customer Satisfaction of Gojek Application Service Users in Tangerang City. Pamulang University Secretariat Journal, 6 (2), 248. https://doi.org/10.32493/skr.v6i2.5541

Rusmana, F. D., Albayan, A., & Rina, N. (2023). The Influence of Employee Service Quality on Consumer Satisfaction at Syifamart As-syifa Boarding School Viewed from Sharia Economics. International Journal of Economics, Management and Accounting (IJEMA), 1(6), 461-468.

Schlosser, R., & Chenavaz, R. Y. (2023). Joint dynamic pricing and marketing‐mix strategies for revenue management applications with stochastic demand. International Transactions in Operational Research.

Setiawan, F., Dewi, S. W. K., & Musafa. (2022). The Effect of Service Quality and Price on Gojek Customer Satisfaction in Bandung City. Journal of Management Science, 4(1), 57-64. https://doi.org/10.51977/jsm.v4i1.695

Sianipar, G. J.. (2019). The Effect of Service Quality, Price Perception and Brand Image on Customer Satisfaction of Online Ojek Transportation Service Users (Study on GrabBike Customers in Medan City). Journal of Management and Business, 19, 183-196. https://doi.org/10.54367/jmb.v19i2.576

TM Ingenbleek, P. (2014). The theoretical foundations of value-informed pricing in the service-dominant logic of marketing. Management decision, 52(1), 33-53.

Ushakov, D., Dudukalov, E., Kozlova, E., & Shatila, K. (2022). The Internet of Things impact on smart public transportation. Transportation Research Procedia, 63, 2392-2400.

White, C. J. (2010). The impact of emotions on service quality, satisfaction, and positive word-of-mouth intentions over time. Journal of marketing management, 26(5-6), 381-394.

Zakirin, M. (2021). Influence of Product Quality, Service Quality and Completeness on Customer Satisfaction on Mie Soponyono Producer. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 281-294.




DOI: https://doi.org/10.15575/aksy.v6i1.31511

Refbacks

  • There are currently no refbacks.