Strategi Mencegah Perpindahan Pelanggan Gojek: Peran Price Attribution, E-Service Quality, dan Switching Barrier
Sari
Perkembangan pesat layanan digital memperketat persaingan transportasi online (ride-hailing) di Indonesia sehingga retensi pelanggan menjadi isu strategis. Penelitian ini bertujuan menganalisis pengaruh E-Service Quality, Price Attribution, dan Switching Barrier terhadap Customer Satisfaction dan Customer Retention, serta menguji Customer Satisfaction sebagai mediator. Pendekatan kuantitatif digunakan melalui survei terhadap 210 pengguna Gojek; data dianalisis dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil menunjukkan model menjelaskan 76,9% variasi Customer Satisfaction (R²=0,769), yang dipengaruhi signifikan oleh E-Service Quality (β=0,486; p<0,001), Price Attribution (β=0,367; p<0,001), dan Switching Barrier (β=0,431; p<0,001). Customer Retention dijelaskan 72,8% (R²=0,728) dan dipengaruhi signifikan oleh E-Service Quality (β=0,096; p<0,05), Switching Barrier (β=0,268; p<0,001), serta Customer Satisfaction (β=0,340; p<0,01). Uji mediasi menegaskan Customer Satisfaction memediasi pengaruh E-Service Quality (β=0,165; p<0,01) dan Price Attribution (β=0,146; p<0,01) terhadap Customer Retention, namun tidak memediasi pengaruh Switching Barrier (p>0,05). Temuan menekankan bahwa retensi terutama dibentuk oleh kualitas layanan digital dan persepsi keadilan harga, sementara switching barrier berperan defensif sebagai pendukung.
Teks Lengkap:
PDFReferensi
Amanah, D., Harahap, D. A., Indonesia, U. P., & Bandung, U. I. (2023). E – RECOVERY SERVICE QUALITY TERHADAP E-LOYALTY PELANGGAN GOFOOD BANDUNG. 12(1), 32–44. https://jurnal.unimed.ac.id/2012/index.php/niagawan/article/viewFile/43693/20543
Amani, D., & Kapipi, M. S. (2025). Love suffereth long : investigating the nexus between brand love and price tolerance in the banking industry. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2493770
Bizhare. (2024, January 9). Daftar Startup Unicorn Indonesia Beserta Nilai Valuasinya 2024. Bizhare. https://www.bizhare.id/media/bisnis/daftar-startup-unicorn-indonesia
Burton, S., Lichtenstein, D. R., Biswas, A., Katherine, A., & Fraccastoro. (1994). The Role of Attributions in Consumer Perceptions of Retail Advertisements Promoting Price Discounts Author ( s ): Scot Burton , Donald R . Lichtenstein , Abhijit Biswas and Katherine The Role of Attributions in Consumer Perceptions of Retail Advertisement. 5(2), 131–140.
databoks. (2024). aplikasi transportasi online terbanyak diunduh di RI 2023. https://www.instagram.com/p/C3Rqe4eSSNS/?utm_source=ig_web_copy_link
Digima. (2024). Strategi Retensi Pelanggan di Era Digital. Digima. https://digima.id/blogs/detail/strategi-retensi-pelanggan-di-era-digital
Financial Statements 2Q 2025 of GOTO. (2025, August 13). IpotNews. https://www.indopremier.com/ipotnews/newsDetail.php?jdl=Financial+Statements+2Q+2025+of+GOTO&news_id=471708&group_news=RESEARCHNEWS
Gazi, A. I., Masud, A. Al, Sobhani, F. A., Rita, T., Chaity, N. S., Das, M., & S, A. R. (2025). Exploring the mediating effect of customer satisfaction on the relationships between service quality , efficiency , and reliability and customer retention , loyalty in E-banking performance in emerging markets. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2024.2433707
Goto. (2025). Grup GoTo Capai Rekor Profitabilitas dan Pertumbuhan yang Kuat di Kinerja Kuartal I 2025. GOTO. https://www.gotocompany.com/news/press/grup-goto-capai-rekor-profitabilitas-dan-pertumbuhan-yang-kuat-di-kinerja-kuartal-I-2025
Hapsari, L., & Adiwijaya, M. (2014). The Relationship between Self-Congruity, Brand Relationship Quality, and Brand Loyalty. Asian Journal of Business Research, 4(2). https://doi.org/10.14707/ajbr.140008
Herawaty, T., Tresna, P. W., & Wisudastuti, F. E. (2016). EFFECT OF PRICE AND ` SERVICE FAIRNESS ON CUSTOMER SATISFACTION IN GO-JEK PENGARUH PRICE FAIRNESS DAN SERVICE FAIRNESS TERHADAP CUSTOMER SATISFACTION PADA GO-JEK ABSTRAK. 1(3).
Hidayat, K., & Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier , customer satisfaction , and customer trust on bank customers. Journal of Innovation and Entrepreneurship. https://doi.org/10.1186/s13731-023-00270-7
Huma, S. (2025). In fl uence of mobile application service quality and convenience on young customer retention. September. https://doi.org/10.1108/SJME-11-2023-0310
Jr, J. F. H., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Journal of Hospitality and Tourism Management Corporate social responsibility ( CSR ) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45(June), 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Leonga, C.-M., Cheah, J.-H., Ting, H., Lima, R., Limg, A., Ariffinf, dlin B. binti, & Xin-Jean, A. (2024). ENHANCING CUSTOMER RETENTION : THE ROLE OF CUSTOMER SATISFACTION AND DELIGHT IN THE AUTHORIZED AUTOMOTIVE AFTER-SALES SERVICE SECTOR. 8(1), 1–26. https://doi.org/10.47263/JASEM.8(1)05
Liao, Y. K. (2024). The Influential Roles of Marketing Stimuli on Customer Retention : 15(1), 1–18. https://doi.org/10.4018/IJABIM.343050
Maulana, F. W., Arrochimmi, K. P., & Dianti, K. (2024). The Influence of E-Service Quality and Service Features on Customer Trust in Gojek Application Users. 2(2), 228–239. https://doi.org/https://doi.org/10.58905/apollo.v2i2.300
Nicha Muslimawati, M. F. H. (2025, August 13). Pendapatan Naik, Rugi GOTO Mengecil Jadi Rp 742 Miliar di Semester I 2025. KumparanBisnis. https://kumparan.com/kumparanbisnis/pendapatan-naik-rugi-goto-mengecil-jadi-rp-742-miliar-di-semester-i-2025-25eI4XNqaQp
Nordiansyah, E. (2025). Ekonomi Digital Indonesia Tumbuh 8,6%, Kontribusinya 8,4% ke PDB. Metrotvnews. https://www.metrotvnews.com/read/N6GCxpLa-ekonomi-digital-indonesia-tumbuh-8-6-kontribusinya-8-4-ke-pdb
Riyanto, A. D. (2025, February 28). Kondisi Digital Indonesia 2025: Gambaran Umum. Andi.Link. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2025/
Simanjuntak, M., Putri, N. E., Yuliati, L. N., & Sabri, M. F. (2020). Cogent Business & Management Enhancing customer retention using customer relationship management approach in car loan bussiness Enhancing customer retention using customer relationship management approach in car loan bussiness. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1738200
Sugiono. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tampubolon, S. H., History, A., & Technology, D. (2024). Strategi Optimalisasi Keuntungan Jangka Panjang Startup Teknologi Baru (Studi Kasus: Gojek Tahun 2017-2021). 6(1), 264–281. https://doi.org/http://dx.doi.org/10.53625/jcijurnalcakrawalailmiah.v3i5.7423
Tarumingkeng, R. C. (2025). CAC (Customer Acquisition Cost) CLTV (Customer Lifetime Value). chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://rudyct.com/ab/CAC(Customer.Acquisition.Cost)&CLTV(Customer.Lifetime.Value).pdf
Tineke Dwi Hapsari, H. I. (2023). Fakultas Ekonomi dan Bisnis, Universitas Telkom E-mail: 7(2), 1–20. https://doi.org/https://doi.org/10.29040/jie.v7i2.9017
Venkatakrishnan, J., & Alagiriswamy, R. (2022). Web design and trust as moderators in the relationship between e-service quality , customer satisfaction and customer loyalty. https://doi.org/10.1108/TQM-10-2022-0298
Wulandari, D. (2021). Aplikasi Pesan-Antar Makanan Banyak Digunakan Konsumen dan Merchant di Indonesia, Siapa Pemenangnya? Mix Marcomm. https://mix.co.id/marcomm/news-trend/aplikasi-pesan-antar-makanan-banyak-digunakan-konsumen-dan-merchant-di-indonesia-siapa-pemenangnya/?utm
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The Price Is Unfair ! A Conceptual Framework of Price Fairness Perceived Price Fairness : The. 68(October), 1–15. https://doi.org/http://dx.doi.org/10.1509/jmkg.68.4.1.42733
Yasfi, S. M., & Pardede, R. (2023). INFLUENCE E-SERVICE QUALITY TOWARDS CUSTOMER RETENTION AND WORD OF MOUTH ( WOM ) MEDIATED BY CUSTOMER SATISFACTION. 4(11), 1168–1179. https://doi.org/https://doi.org/10.59141/jiss.v4i11.927
Yulisa Susanti, W. I., & Murti, T. R. (2021). The Effect of Switching Barriers, Hedonic Value on Customer Loyalty with Customer Satisfaction as Mediator. https://doi.org/http://dx.doi.org/10.18415/ijmmu.v8i1.2386
DOI: https://doi.org/10.37531/yume.v9i1.11285
Refbacks
- Saat ini tidak ada refbacks.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional