The Influence of Service Excellence, Price, and Promotion on Customer Loyalty Through Customer Satisfaction of Gojek in Magetan

Abstract

The rapid advancement of digital technology has transformed the transportation industry landscape through application-based ride-sharing services. This study aims to analyze the influence of Service Excellence, Price Perception, and Promotion on Customer Loyalty, with Customer Satisfaction acting as a mediating variable among Gojek users in Magetan Regency. A quantitative approach with a causal research design was employed. The sample consisted of 200 Gojek users selected via non-probability sampling (a combination of purposive and accidental sampling). Data analysis was executed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) using SmartPLS software. Hypothesis testing results revealed that Service Excellence, Price Perception, and Promotion have significant positive effects on Customer Satisfaction. In terms of direct impacts on Customer Loyalty, only Promotion and Customer Satisfaction demonstrated significant effects, whereas Service Excellence and Price Perception had no direct significant effect. Indirect effect analysis confirmed that Customer Satisfaction plays a full mediating role in the relationships of Service Excellence and Price Perception on Customer Loyalty, and a partial mediating role in the relationship between Promotion and Customer Loyalty.