Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty: How the Role of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality?

Abstract

Objective: The purpose of this study is to investigate the relationship of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality on Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty. Theoretical framework: According to Konuk,(2019) Digital marketing is a marketing of products through digital media that is connected by the internet. According to Lin et al. (2015) Word of mouth is a marketing activity in which two or more individuals exchange information through direct communication, media, or electronic devices based on experience of using a product or service. According to Kuo et al. (2013) Perceived value is a consumer's perception of the understanding of the benefits of a product. According to Juwaini et al. (2022) Customer satisfaction is where someone compares the results of what is felt by a product or service with the person's expectations for the product. According to Daud et al. (2022) Customer loyalty is a commitment that is firmly held by customers to buy or use the product or service again or ensure that a product or service will be chosen consistently in the future Method: The method for collecting data in this study is the Questionnaire Method, which is an activity to collect data from respondents in which the form of the questionnaire in this study is structured or a closed questionnaire with answers to statements that have been prepared in the form of choices. Respondents do not need to provide additional answers, respondents only need to answer a statement with 5 available answers, which will make it easier for researchers to manage and analyze data. The scale used in the preparation of this questionnaire is the Likert scale, in which the scale has 5 levels of answers and is structured into a statement followed by 5 response responses. The sample was selected using a technique that is purposive sampling, in which the technique determines the sample with special considerations or certain criteria so that the respondent is eligible to be sampled. The criteria are: Consumers who have used Gojek services at least 2 times. Because respondents already know Gojek's services and from various kinds of consumers who become respondents, they must be 16-60 years old, because respondents are considered adults so they will be able to answer questions asked by the author. In this study, the number of respondents used is 675. The data obtained from the questionnaire will then be analyzed using a method called multiple linear regression where data processing is assisted by SmartPLS for Windows program to facilitate research data processing Results and Conclusions: Digital marketing on customer satisfaction and loyalty have p value 16.443 <0.50 was obtained and t value 15.194 > 1.96, so it was concluded that digital marketing has a significant and positive effect on customer satisfaction and loyalty.Digital marketing on Perceived Value and Perceived Quality have p value <0.50 was obtained and t value 21.732 > 1.96, Perceived quality on the decision to use Gojek services have p value 18.285 <0.50 was obtained and a t value > 1.96. Based on the results of the smartPLS analysis concluded that digital marketing has a significant and positive effect on customer satisfaction and loyalty,digital marketing has a significant and positive effect on Word of Mouth, digital marketing has a significant and positive effect on Perceived Value and Perceived Quality, perceived quality has a significant positive role in the decision to use Gojek services. Implications of the research: For Gojek, it is expected that the company will pay more attention to and predict word of mouth that is spread in the community because word of mouth is a means of promotion that does not cost money so that positive things that are spread in the community about Gojek services will stimulate potential consumers to make purchases or use the services of Gojek. In the process of increasing brand awareness, the Go-Jek company uses several strategies, the strategy carried out by Go-Jek has been successful by getting positive results from the community. Where by creating a positive image will lead to trust, from that trust they will try to get to know more then they will feel comfortable and loyal to the company Originality/value: The novelty of this research is the creation of a variable relationship model of satisfaction, loyalty, digital marketing, word of mouth, perceived value and perceived quality in online transportation companies (Gojek).