The Effect of Service Quality, Promotion Strategy and Company Image on Word of Mouth in Mediation by Online Transport Customer Satisfaction Jakarta Region

Abstract

Application-based (online) transportation is increasingly being used in the current era in fulfilling consumer needs in transportation. Apart from the convenience aspect, the company's image from online transportation is also a consideration for consumers in using these transportation services. Also, one aspect that has recently become a consideration for consumers in using online transportation is the promotional strategy that the company offers to consumers. These three aspects are important factors that companies need to pay attention to and improve to retain consumers and survive in the competition. This study aims to examine the effect of these three aspects (service quality, promotion strategies, and company image) on word of mouth from online transportation consumers mediated by customer satisfaction. By using the purposive sampling technique, it is obtained that 150 respondents are online transportation users in the Jakarta area. Structural Equation Modeling, namely by using SmartPLS, is used in analyzing the data in this study. The results obtained are that these three aspects are proven to be a determining factor for consumers in disseminating satisfaction using online transportation through word of mouth.