Promotion and Pricing Strategy

Oct 13, 2025 by thesweetdesigns.com 2 views

Effect of Price, Promotion, and Service Quality on Customer Satisfaction and Loyalty of Gojek Online Motorcycle Taxi: Case Study of USU Faculty of Economics and Business Students

In today's digital era, online motorcycle taxi services have become an essential part of community mobility, particularly among students. One of the most popular online motorcycle taxi platforms in Indonesia is Gojek. This study aims to examine the effect of prices, promotion, and quality of service on customer satisfaction and loyalty of Gojek users, with a focus on students of the Faculty of Economics and Business, University of North Sumatra (USU).

The Importance of Understanding Customer Behavior

Understanding customer behavior is crucial for businesses to succeed in today's competitive market. In the case of online motorcycle taxi services, customers have various options to choose from, and their loyalty can be easily swayed by factors such as price, promotion, and service quality. Gojek, as one of the leading online motorcycle taxi platforms in Indonesia, needs to understand the dynamics of customer behavior to maintain and increase its user base.

Research Methodology

This study uses associative methods with a population consisting of students of the Faculty of Economics and Business in USU who have used Gojek services. Of the total population, as many as 100 respondents were chosen purposive sampling. Data collection was carried out through a questionnaire for primary data, while path analysis (path analysis) was used for secondary data with a significance level of α = 5% (0.05). Data analysis was carried out with the help of SPSS to process results and get valid conclusions.

Research Findings

The results of this study showed that:

Service Quality: Service quality variable has a positive but not significant influence on customer satisfaction. The analysis showed the T-count value of 0.765 with a significant value of 0.446. This indicates that the increase in one unit in the promotional variable has no direct effect on increasing customer satisfaction by 0.159. In this context, service quality is considered insufficient to increase customer satisfaction without other supporting elements.
Price: Price variable also shows a positive but not significant effect on loyalty through customer satisfaction, with a T-count value of 0.143 and a significant value of 0.887. This means that the increase in one unit in the price variable will not increase customer loyalty by 0.027. This shows that although the prices offered by Gojek are classified as competitive, other factors such as promotion and service quality may play a more role in forming user loyalty.

Analysis

The findings above show that customer satisfaction and loyalty are not only determined by competitive prices and attractive promotions, but also by the quality of services provided. Although prices and promotions are important factors, the results of this study indicate that Gojek users prioritize their overall experience when using service. Good service quality, such as fast response time, friendly driver's attitude, and ease in the ordering process, becomes the main determinant in creating customer satisfaction and loyalty.

Therefore, Gojek needs to improve aspects of service quality and consider that not all promotions will immediately have an impact on satisfaction and loyalty. Innovation and adaptation to changing customer needs must also be a focus in order to maintain and increase the number of users.

Conclusion

This study provides valuable insight for Gojek management to better understand the dynamics of prices, promotion, and service quality of customer satisfaction and loyalty. By prioritizing service quality and understanding user behavior, Gojek can improve user experience and create a long-term relationship with their customers. It is hoped that this research can be a reference for further studies related to service and customer satisfaction in the online motorcycle taxi industry.

Recommendations for Gojek Management

Based on the findings of this study, the following recommendations are made for Gojek management:

Improve Service Quality: Gojek needs to improve aspects of service quality, such as fast response time, friendly driver's attitude, and ease in the ordering process, to create a positive user experience.
Prioritize User Behavior: Gojek needs to understand user behavior and prioritize their needs and preferences to create a long-term relationship with their customers.
Innovation and Adaptation: Gojek needs to innovate and adapt to changing customer needs and preferences to maintain and increase its user base.
Promotion and Pricing Strategy: Gojek needs to review its promotion and pricing strategy to ensure that it is competitive and aligned with customer needs and preferences.

By implementing these recommendations, Gojek can improve user experience, create a long-term relationship with its customers, and maintain and increase its user base in the competitive online motorcycle taxi industry.
Frequently Asked Questions (FAQs) about the Effect of Price, Promotion, and Service Quality on Customer Satisfaction and Loyalty of Gojek Online Motorcycle Taxi

Q: What is the main objective of this study? A: The main objective of this study is to examine the effect of prices, promotion, and quality of service on customer satisfaction and loyalty of Gojek users, with a focus on students of the Faculty of Economics and Business, University of North Sumatra (USU).

Q: What is the significance of this study? A: This study provides valuable insight for Gojek management to better understand the dynamics of prices, promotion, and service quality of customer satisfaction and loyalty. By prioritizing service quality and understanding user behavior, Gojek can improve user experience and create a long-term relationship with their customers.

Q: What are the key findings of this study? A: The key findings of this study are:

Service Quality: Service quality variable has a positive but not significant influence on customer satisfaction.
Price: Price variable also shows a positive but not significant effect on loyalty through customer satisfaction.
Promotion: Promotion variable has a significant effect on customer satisfaction, but not on loyalty.

Q: What are the implications of this study for Gojek management? A: The implications of this study for Gojek management are:

Improve Service Quality: Gojek needs to improve aspects of service quality, such as fast response time, friendly driver's attitude, and ease in the ordering process, to create a positive user experience.
Prioritize User Behavior: Gojek needs to understand user behavior and prioritize their needs and preferences to create a long-term relationship with their customers.
Innovation and Adaptation: Gojek needs to innovate and adapt to changing customer needs and preferences to maintain and increase its user base.
Promotion and Pricing Strategy: Gojek needs to review its promotion and pricing strategy to ensure that it is competitive and aligned with customer needs and preferences.

Q: What are the limitations of this study? A: The limitations of this study are:

Sample Size: The sample size of this study is limited to 100 respondents, which may not be representative of the entire population of Gojek users.
Data Collection Method: The data collection method used in this study is a questionnaire, which may not capture the full range of customer experiences and preferences.
Time Frame: The time frame of this study is limited to a specific period, which may not capture the long-term effects of price, promotion, and service quality on customer satisfaction and loyalty.

Q: What are the future research directions? A: The future research directions are:

Longitudinal Study: A longitudinal study can be conducted to examine the long-term effects of price, promotion, and service quality on customer satisfaction and loyalty.
Multi-Method Approach: A multi-method approach can be used to collect data from multiple sources, such as surveys, interviews, and observations.
Comparative Study: A comparative study can be conducted to compare the effects of price, promotion, and service quality on customer satisfaction and loyalty across different online motorcycle taxi platforms.

By addressing these research questions and limitations, future studies can provide more comprehensive and nuanced insights into the effects of price, promotion, and service quality on customer satisfaction and loyalty of Gojek online motorcycle taxi users.