Pengaruh Perceived Usefulness, Perceived Ease of Use dan Perceived Price terhadap Customer Loyalty melalui Customer Satisfaction pada Pengguna Aplikasi Ojek Online Grab di Kota Bandung
Abstract
With the advent of online transportation services, society has embraced a more modern way of life. People can easily order rides through their smartphones, making use of user-friendly apps that are accessible for both Android and iOS users. This convenience has led to widespread adoption of online transportation services among the public, especially in cities like Bandung where residents have busy schedules that rely heavily on such services. Apps like Grab and Gojek are particularly popular in Indonesia, with Grab ranking second after Gojek in terms of user base among online transportation apps in the country. Despite its popularity, Grab has experienced a 1.4% decrease in its Top Brand index. Therefore, this research aims to evaluate how the Perceived Usefulness, Perceived Ease of Use, and Perceived Price of the Grab app in Bandung influence Customer Loyalty through Customer Satisfaction, based on a study involving 150 users of the app. The findings of this study are expected to guide future research and assist similar companies in designing better strategies to enhance service quality.
Keywords
Full Text:
PDFReferences
Ahmad Zihdan Maulana. 2023. “Analisis Faktor Yang Memengaruhi Customer Loyalty (Loyalitas Pelanggan Melalui Customer Satisfaction (Kepuasan Pelanggan) Terhadap Pengguna E-Wallet OVO.” Industrial Management.
Arif Rachman Putra et al. 2022. “Pengaruh Gaya Hidup, Lingkungan Fisik, Dan Persepsi Harga Terhadap Loyalitas Pelanggan Lottemart.” OPTIMAL: Jurnal Ekonomi dan Manajemen 2(1): 71–85.
Ashghar, Sayyid Ali, and Hanny Nurlatifah. 2020. “Analisis Pengaruh Perceived Ease of Use, Perceived Usefulness, Dan Perceived Risk Terhadap Keinginan Membeli Kembali Melalui e-Trust Dan s-Satisfaction (Studi Kasus Pengguna Gopay Pada Transaksi UMKM).” Jurnal Al Azhar Indonesia Seri Ilmu Sosial 1(1): 40.
Bali, Asri Yanti. 2022. “Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening.” Jurnal Akuntansi, Manajemen dan Ekonomi 1(1): 1–14.
Chusnul Hajijah, Shinta Maharani, and M Ak. 2020. “Pengaruh Kepuasan Kepercayaan dan Kemudahan Penggunaan Terhadap Loyalitas Pelanggan Pada Online Shop di Shopee :”
Darmawan, Didit. 2023. “Studi Empiris Perilaku Konsumen Aliexpress: Peran Online Consumer Review, Online Customer Rating, Dan Persepsi Harga Terhadap Keputusan Pembelian Impulsif.” Jurnal Baruna Horizon 6(1): 1–13.
Dary Nugraha Gotama Putra, Susilo Toto Raharjo. 2021. “Analisis Pengaruh Kemudahan Penggunaan, Kualitas Layanan, Dan Persepsi Manfaat Terhadap Loyalitas Pengguna Dengan Kepuasan Pengguna Sebagai Variabel Intervening.” Diponegoro Journal of Management 10(1): 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr.
Dewi, Tanti Utami, and Priyambodo Nur Ardi Nugroho. 2020. “Pengaruh Customer Experience Terhadap Customer Satisfaction Dan Customer Loyalty Institut Français Indonesia Di Surabaya.” Jurnal Teknologi dan Terapan Bisnis (JTTB) 3(2): 30–39. https://jurnal.polteksi.ac.id/index.php/jttb/article/view/80.
Eka, I Putu, and Astra Prasada. 2018. “Persepsi Harga Terhadap Loyalitas Pelanggan PE Fakultas Ekonomi Dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia Era Global Yang Semakin Maju Dan Pola Hidup Serba Praktis Menuntut Segala Sesuatunya Dilakukan Dengan Serba Cepat . Perkembangan Situasi.” 7(10): 5284–5313.
Ernawati, Nopy, and Lina Noersanti. 2020. “Jurnal Manajemen STEI Pengaruh Persepsi Manfaat, Kemudahan Penggunaan Dan Kepercayaan Terhadap Minat Penggunaan Pada Aplikasi OVO.” Juenal Manajemen STEI 3 (2)(02): 2442–4080. www.bi.go.id/id/statistik.
Fahrizal Alfaridzi Sucma, and Maria Apsari Sugiat. 2023. “Pengaruh Brand Equity Terhadap Brand Loyalty yang dimediai oleh Customer Satisfaction : STUDI JIMEA | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , Dan Akuntansi ).” 7(2): 406–27.
Firdaus, Mu’minatus Fitriati, and Ditiya Himawati. 2022. “Pengaruh Persepsi Harga, Persepsi Kualitas Layanan Dan Persepsi Kemudahan Penggunaan Terhadap Kepuasan Konsumen E-Commerce Shopee Di Kota Depok.” Jurnal Ilmiah Ekonomi Bisnis 27(2): 216–30.
Hapsariningsih Dinda. 2023. “Pengaruh Perceived Usefulness Terhadap Customer Loyalty Gen z Yang Dimediasi Oleh Customer Satisfaction Pada Fitur Shopeefood.” Repositori Universitas Negeri Malang.
Haq, Muhammad Achiril, Eko Handayanto, and Aniek Rumijati. 2022. “Influence of Service Quality , Ease of Use of Applications on Loyalty with Customer Satisfaction as a Mediation.” 01(02): 57–68.
I’tishom, Muhammad Fatih, Sri Martini, and Weni Novandari. 2020. “Persepsi Harga Terhadap Sikap Serta Keputusan Konsumen Untuk Menggunakan Go-PaPengaruh Persepsi Manfaat, Persepsi Kemudahan, Persepsi Risiko Dany.” Jurnal Ekonomi, Bisnis, dan Akuntansi 22(4): 514–32.
Jaman, Jurnal et al. 2022. “Putri Dwi Astuti.” 2(1): 68–77.
Juan, Edbert, and Lilik Indrawati. 2023. “Pengaruh Kepercayaan, Persepsi Kemudahan Penggunaan, Dan Brand Image Terhadap Kepuasan Konsumen Melakukan Pembayaran Menggunakan Qris.” K&K_Jurnal Manajemen 2(1): 313–25.
Kotler. 2017. Pearson PreticeHall. New Jersey Pearson PreticeHall: Marketing Management, 15th Edision.
Kusuma Ervina. 2023 "Pengaruh Brand Image dan Trust Terhadap Customer Loyalty Pelanggan Kopi di Jakarta dengan Customer Satisfaction sebagai Variabel Intervening. Jurnal Bisnis, Majemen, dan Keuangan 4(1): 36–48.
Lionitan, Widya, and Carunia Mulya Firdausy. 2023. “Pengaruh Persepsi Harga, Word of Mouth Dan Customer Satisfaction Terhadap Purchase Intention Pelanggan Mixue Di Cibubur.” Jurnal Manajerial Dan Kewirausahaan 5(3): 805–13.
Maulana, Wisnu Sukma. 2023. “Kepuasan Pengguna Jasa Layanan Go-Pay.” Kepuasan Pengguna Jasa Layanan Go-Pay 2(1): 32–43.
Muhtarom, Abid, Muhamad Imam Syairozi, and Hesty Lovi Yonita. 2022. “Analisis Persepsi Harga , Lokasi , Fasilitas , Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Keputusan Pembelian ( Studi Kasus Pada Umkm Skck ( Stasiun Kuliner Canditunggal Kalitengah ) Metode Structural Equation Modelling ( SEM ) - Partia.” 10: 391–402.
Priambodo, Singgih, and Bulan Prabawani. 2016. “Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan dan Persepsi Risiko Terhadao Minat Menggunakan Layanan Uang Elektronik (Studi Kasus Pada Masyarakat Di Kota Semarang).” Jurnal Ilmu Administrasi Bisnis 5(2): 127–35. https://ejournal3.undip.ac.id/index.php/jiab/article/view/11294.
Reynaldi, Reynaldi, and Dewi Wuisan. 2023. “Pengaruh Service Quality, Perceived Value, Customer Satisfaction Terhadap Post-Purchase Intention Pada Apple Di Indonesia [the Effect of Service Quality, Perceived Value, Customer Satisfaction on Post-Purchase Intention for Apple in Indonesia].” Indonesian Marketing Journal 3(1): 50.
Suci Rahmadani S. 2023. “Fungsi Manajemen Transportasi Umum Oleh Dinas Perhubungan Kota Bandung Pada Kemacetan di Jalan Asia Afrika.”
Sukmawati, Ria, and M. Irfan Tarmizi. 2022. “Peran Kepuasan Pelanggan dalam Memediasi Prngaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan.” E-Jurnal Manajemen 27(2): 58–66. http://117.74.115.107/index.php/jemasi/article/view/537.
Tuju, S A et al. 2023. “Konsumen Pada Alfamart Langowan di Masa Pandemi Covid - 19 Analysis of Service Quality and Customer Satidfaction on Customer Loyalty At Alfamart Langowan In The Covid - 19 Pandemic, SE Jurnal EMBA Vol . 11 , No . 3 . Juli 2023 , Hal . 466- 474.” 11(3): 466–74.
DOI: http://dx.doi.org/10.33087/jmas.v9i2.1972
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University |
