Amanda Okky Wijaya, Siti Aminah

The Effect Of Service Quality And Price Perception On Customer Satisfaction Of Gojek Applications In Surabaya

Introduction

The effect of service quality and price perception on customer satisfaction of gojek applications in surabaya. Explore how service quality and price perception significantly impact Gojek customer satisfaction in Surabaya. This study reveals a positive influence on app users.

Abstract

As the growth and development of the Indonesian state is getting higher, problems arise that require solutions that can facilitate and accelerate movement from one place to another quickly despite the long distance traveled. Service quality and price perceptions are very important to maintain, increase customer satisfaction and the increasing quality of service provided will increase customer satisfaction with the Gojek application in Surabaya. The price match with the benefits obtained makes customers will make the Gojek application their first choice. This study aims to analyze the effect of service quality and price perceptions on customer satisfaction of the Gojek application in Surabaya. This study uses quantitative methods with the sampling technique used, namely Probability Sampling. A sampling technique that does not provide equal opportunities or opportunities for each element or member of the population to be selected as a sample with a Purposive Sampling approach. The sample of this study amounted to 70 respondents who are customers or have made transactions more than once in the Gojek application and live in Surabaya. The technique used for data collection uses primary data obtained through questionnaires distributed to respondents. The analysis technique used in this study uses smartPLS through validity tests, reliability tests, hepotisis tests. Based on the research, it can be concluded that service quality has a positive and significant effect on customer satisfaction. Likewise, the price perception variable has a positive and significant effect on customer satisfaction for the Gojek application in Surabaya.

Review

This study capably investigates the critical factors of service quality and price perception in influencing customer satisfaction with the Gojek application in Surabaya. Given Indonesia's rapid urbanization and the growing demand for efficient transport solutions, the research addresses a highly relevant topic for both academic inquiry and industry practice. The authors’ central premise, that both superior service quality and a strong perception of value for money are pivotal in fostering customer loyalty and satisfaction, is affirmed by their findings. The research robustly concludes that both service quality and price perception significantly and positively impact customer satisfaction, underscoring their importance for ride-hailing platforms like Gojek operating in competitive urban markets. While the study's quantitative approach and the use of smartPLS for data analysis are appropriate for testing the hypothesized relationships, certain methodological aspects presented in the abstract warrant closer consideration. The description of the sampling technique as "Probability Sampling" with a subsequent "Purposive Sampling approach" is contradictory and indicates a potential conceptual misunderstanding of fundamental sampling methodologies, as purposive sampling is inherently non-probability. This raises concerns regarding the external validity and generalizability of the findings to the broader Gojek user base in Surabaya, despite the clear criteria for respondent selection. Furthermore, a sample size of 70 respondents, while potentially viable for some smartPLS applications, is relatively small for drawing robust statistical inferences within a large urban context. Despite the identified methodological concerns regarding sampling clarity and size, the findings offer valuable practical implications for Gojek's operational strategy in Surabaya. The demonstrated positive and significant effects of service quality and price perception suggest that sustained improvements in service delivery and strategic pricing that aligns with customer value expectations are crucial for enhancing user satisfaction and retention. For future research, it would be beneficial to implement a more rigorously defined and conventional probability sampling strategy to enhance the representativeness and generalizability of the findings. Additionally, incorporating mediating or moderating variables, such as competitor analysis or brand trust, could provide a more comprehensive and nuanced understanding of the drivers of customer satisfaction within the dynamic ride-hailing sector.

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