The Influence of Service Quality, Perceived Service Quality, Perceived Price Fairness on Customer Loyalty of Gojek Users in Bandung Through Customer Satisfaction and Brand Image a Conceptual Paper
DOI:
https://doi.org/10.55927/eajmr.v4i1.12744Keywords:
Service Quality, Brand Image, Customer Satisfaction, Customer LoyaltyAbstract
The growth of the ride-hailing industry in Indonesia which is estimated to reach US$9 billion in 2025 and Indonesia which is the country ranked first in Southeast Asia with the largest market value of online ride hailing and food market makes every service provider must be able to increase and maintain existing customer loyalty, especially Gojek as a ride-hailing service provider from Indonesia. Various previous studies have explored the importance of customer loyalty for a company and how to improve it. Furthermore, the results of the exploration explain that service quality, perceived service quality, perceived price fairness have an effect on customer loyalty with customer satisfaction and brand image mediating it. Based on this, this conceptual paper is expected to be able to provide further and better understanding of things that can influence customer loyalty from the ride-hailing industry.
References
Abdillah, W., & Hartono, J. (2015). Partial least square (PLS) : alternatif structural equation modeling (SEM) dalam penelitian bisnis (1st ed.). ANDI.
Al-Maamari, Q. A., & Abdulrab, M. (2018). Factors Affecting on Customer Loyalty in Service Organizations. Https://Www.Researchgate.Net/Publication/322592124_Factors_Affecting_on_Customer_Loyalty_in_Service_Organizations, 2(5), 25–31.
APJII. (2024, February 7). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Https://Apjii.or.Id/Berita/d/Apjii-Jumlah-Pengguna-Internet-Indonesia-Tembus-221-Juta-Orang.
Aprianto, D. W., & Sukoco, B. M. (2024). The Influence of Perceived Price Fairness, Product Quality and Service Quality on Customer Loyalty mediated by Customer Satisfaction at XYZ Furniture Manufacturer in Surabaya. International Journal of Science and Society, 6(2).
Channelsight. (2024). Top of Mind Awareness: Important Metrics for eCommerce. Https://Www.Channelsight.Com/Blog/Top-of-Mind-Awareness.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3).
fullenrich. (2024). Sales Market Share Growth Rate: Comprehensive Guide to Understanding and Increasing It. Https://Fullenrich.Com/Glossary/Sales-Market-Share-Growth-Rate.
Gielissen, R., Dutilh, C. E., & Graafland, J. J. (2008). Perceptions of Price Fairness An Empirical Research. Business and Society, 47.
Hayes, A. (2024, August 23). Market Share: What It Is and the Formula for Calculating It. Https://Www.Investopedia.Com/Terms/m/Marketshare.Asp.
Khairunnisa, I., harmadji, dwi ekasari, Ristiyana, R., & Harto, B. (2022). Usaha Mikro, Kecil dan Menengah (UMKM). PT GLOBAL EKSEKUTIF TEKNOLOG.
Lacap, J. P. G., Plaza, M. N., Caballero, J., & dela Cruz, M. (2023). Factors affecting consumer attitude and loyalty: evidence from a Philippine chain of fast-food restaurants’ smart retailing technology. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-09-2022-0159
Lovelock, C. H., & Wirtz, J. (2015). Services Marketing: An Asia-Pacific and Australian Perspective (6th ed.). Pearson Australia.
Ma'azzah, N. (2023). The Influence of Brand Image on Customer Loyalty through Customer Satisfaction as Intervening Variable on Skincare Products. Airlangga Journal of Innovation Management, 4(1).
Malik, S. U. (2012). Customer Satisfaction, Perceived Service Qualityand Mediating Role of Perceived Value. International Journal of Marketing Studies, 4(1).
Maulana, A., Lattu, A., & Putra, B. R. (2023). New Brand Ride-Hailing Apps Continuance Intention of Gen Z: the Role of Personal Innovativeness in Information Technology. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 15. https://doi.org/10.24843/MATRIK:JMBK.2023.v17.i01.p02
Naini, N. F., Santoso, S., Andriani, T. S., Claudia, U., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1).
Octaviani, O. C., Rizan, M., & Rivai, A. K. (2021). THE EFFECT OF E-SERVICE QUALITY AND PERCEIVED PRICE FAIRNESS ON CUSTOMER LOYALTY WHICH CUSTOMER SATISFACTION AS INTERVENING STUDY ON ONLINE SHOPPING SITE IN INDONESIA. Jurnal Dinamika Manajemen dan Bisnis, 4(1).
Permadhi, B. M., Maulina, E., & Tresna, P. W. (2024). Analysis of the Influence of Brand Image on Customer Loyalty Using Customer Satisfaction as an Intervening Variable Case Study at the Uni Kapau Jaya Restaurant, Bandung City. International Journal of Science and Societ, 6(2).
Putri, T. M., & Briliana, V. (2023). PENGARUH TRUST, COMMITMENT, BRAND IMAGE, SERVICE QUALITY, DAN CUSTOMER VALUE TERHADAP CUSTOMER SATISFACTION: STUDI KASUS PADA NASABAH BSI DI JAKARTA. Media Bisnis, 15(2).
Rashid, A., & Rokade, V. (2019). Service Quality Influence Customer Satisfaction and Loyalty. Journal of Social Sciences, 3(1).
Razzan, A. K. I., & Sigit, M. (2023). A Study of the Relationship between Service Quality, Brand Image, and Customer Satisfaction and its Influence on Customer Loyalty of Iphone Users in Yogyakarta. Asian Journal of Economics, Business, and Accounting, 23(23).
Royle, J. (2020, March 11). Why Top of Mind Awareness Is More Valuable than Aided Awareness. Https://Info.Zimmermarketing.Com/Blog/Why-Top-of-Mind-Awareness-Is-More-Valuable-than-Aided-Awareness.
Rusmahafi, F. A., & Wulandari, R. (2020). The Effect of Brand Image, Service Quality, and Customer Valueon Customer Satisfaction. International Review of Management and Marketing, 10(4).
Sea Report. (2023). Reaching new heights: Navigating the path to profitable growth. https://www.thinkwithgoogle.com/_qs/documents/18380/e_conomy_sea_2023_report.pdf
Sekaran, U., & Bougie, R. (2019). Research Methods For Business: A Skill Building Approach 8th Edition (8th ed.). John Wiley & Sons.
Sernovitz, A. (2012). Word of Mouth Marketing: How Smart Companies Get People Talking.
Sheng, C. (2023, March 9). Inside the Duopoly: Gojek vs Grab on Indonesia’s Ride-Hailing Market. Inside the Duopoly: Gojek vs Grab on Indonesia’s Ride-Hailing Market.
Singh, V., Sharma, M. P., Jayapriya, K., Kumar, B. K., Chander, A. R. N., & Kumar, B. R. (2023). Service Quality, Customer Satisfaction And Customer Loyalty: A Comprehensive Literature Review. Journal of Survey in Fisheries Sciences, 10(4).
Statista. (2023). Ride-hailing market in Indonesia . https://www.statista.com/study/103923/ride-hailing-market-in-indonesia/
Topbrand. (2022). Metodologi Survey. Https://Www.Topbrand-Award.Com/Metodologi-Survei.
Yang, J. (2021, March 26). Ride or Die: Gojek versus Grab in Indonesia. Https://Blog.Measurable.Ai/2021/03/26/Ridehailing-Marketshare-Ride-or-Die-Gojek-versus-Grab-in-Indonesia/.
Yap, B. W., Ramayah, T., & Nushazelin Wan Shahidan, W. (2012). Satisfaction and trust on customer loyalty: a PLS approach. Business Strategy Series, 13(4), 154–167. https://doi.org/10.1108/17515631211246221
Prahalad, C. K., & Ramaswamy, V. (2004). The Future of Competition: Co-Creating Unique Value with Customers. Harvard Business Review Press.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Muhammad Rafiansyah, Arry Widodo, Anita Silvianita, Nurafni Rubiyanti

This work is licensed under a Creative Commons Attribution 4.0 International License.