Published: 2023-03-01
Pengaruh Harga, Promosi, dan Inovasi Terhadap Loyalitas Pelanggan Go-Jek di Jakarta Timur
DOI: 10.35870/emt.v7i2.930
Downloads
Abstract
The aim of the research is to find out what things are affected in the success of the Go-Jek company, especially in terms of price, promotion, and innovation. This type of research is quantitative, with both variables, namely the independent variable and also the dependent variable, the independent variable is Price, Promotion, and Innovation, and Customer Loyalty is the dependent variable. In this study, there were 222 populations who used Go-Jek in their lives, but only 100 were sampled. The results of this study are that customer loyalty is indeed influenced by price, promotion, and innovation. The more balanced the price applied by the company to Go-Jek users, the more the trust and interest of Go-Jek service user customers in Go-Jek will increase, and not only that, promotions also affect the attractiveness and interest of Go-Jek user customers, because the more new promotions that are launched, it will attract the interest of the customers themselves to become loyal customers, especially to Go-Jek itself, and the last is on the display of innovation, innovation has a big influence on Go-Jek customer loyalty, because the more new ideas and new changes for the better, it will make Go-Jek users become loyal users while on the market, so that Go-Jek is able to compete in the market and is not worried that its customers will experience a decline.
Keywords
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 7 No. 2 (2023)
-
Section: Articles
-
Published: %750 %e, %2023
-
License: CC BY 4.0
-
Copyright: © 2023 Authors
-
DOI: 10.35870/emt.v7i2.930
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Tasya Salsabila Kadis
Universitas Singaperbangsa Karawang, Kabupaten Karawang, Provinsi Jawa Barat, Indonesia
Ajad Sudrajat
Universitas Singaperbangsa Karawang, Kabupaten Karawang, Provinsi Jawa Barat, Indonesia
-
Ali, M., Kharis, A., & Karlina, D. (2019). Faktor-Faktor Yang Menjadi Pertimbangan Dalam Penggunaan Jasa Ojek Online (Go-Jek) di Kota Mataram. JIAP (Jurnal Ilmu Administrasi Publik), 6(2), 75–84. https://doi.org/10.31764/jiap.v6i2.61
-
Ananta, R., Syamsudin, A. S., Arifuddin, A., & Rakhmawati, N. A. (2021). Analisis Hubungan Rerata Screen Time Ponsel, Bidang Pekerjaan dengan Rerata Jam Tidur Di Masa Pandemi. Jurnal Sisfokom (Sistem Informasi dan Komputer), 10(2), 150–154. https://doi.org/10.32736/sisfokom.v10i2.1031
-
Ariansyah, A., Najib, M., & Munandar, J. M. (2020). Faktor Faktor yang Memengaruhi Niat Konsumen untuk Membeli Produk Melalui E-Commerce. Jurnal Manajemen dan Organisasi, 11(2), 83–90. https://doi.org/10.29244/jmo.v11i2.2170
-
Arif, C. (2017). Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Dan Loyalitas Transportasi Ojek Online Go-Jek (Studi Kasus Pada Mahasiswa Feb USU). (Skripsi Fakultas Ekonomi Dan Bisnis Universitas Sumatera Utara Medan Dipublikasikan).
-
Farida, I., Tarmizi, A., & November, Y. (2016). Analisis Pengaruh Bauran Pemasaran 7P Terhadap Kepuasan Pelanggan Gojek Online. Jurnal Riset Manajemen dan Bisnis, 1(1), 21–40.
-
Fatmawati, N., & Soliha, N. (2017). Kualitas Produk, Citra Merek Dan Persepsi Harga terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic Honda. Jurnal Manajemen Teori Dan Terapan, 10(1), 1–20.
-
Ghozali, I. H. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponegoro.
-
Kidane, T. T., & Sharma, R. R. K. (2016). Factors affecting consumers’ purchasing decision through e-commerce. Proceeding of the International Conference on Industrial Engineering and Operations Management, 8-10 March, 159–165.
-
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Jilid 1 dan 2, Edisi 13. Jakarta: Erlangga.
-
Mardiana, V., & Rahmidani, R. (2020). Pengaruh Harga, Kepercayaan dan Citra Perusahaan Terhadap Loyalitas Pelanggan Perusahaan Otobus Kurnia (PO. Kurnia) Rute Padang-Medan. EcoGen, 3(2), 232–241.
-
Pratama, A. H. (2015). Kilas Balik Perkembangan Ojek Online di Indonesia Sepanjang 2015. Tech in Asia. https://id.techinasia.com/kilasbalik-ojek-online-2015
-
Putra, M. C. S. D., & Ekawati, N. W. (2017). Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Sepeda Motor Vespa. (Doctoral dissertation, Udayana University).
-
Santoso, E. B., & Samboro, J. (2011). Pengaruh Promosi Penjualan dan Inovasi Produk Terhadap Keputusan Pembelian dan Dampaknya Terhadap Loyalitas Pelanggan. Adbis: Jurnal Administrasi dan Bisnis, 11(1), 1–8.
-
Sisca, Sugangga, R., Simanjuntak, M., Dwianto, S. B., Ardani, W., Wardhana, A., Pada, A. T., Adiningrat, G. P., Novrianti, D. P., Setyawati, C. Y., Mardayanti, I., & Setyawati, A. (2022). E-Business: Inovasi di Era Digital. Bandung: Media Sains Indonesia.
-
Sugiarsih Duki Saputri, R. (2019). Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Pelanggan Grab Semarang. CoverAge: Journal of Strategic Communication, 10(1), 46-53. https://doi.org/10.35814/coverage.v10i1.123
-
Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung. Voll. 225, 87.
-
Tjiptono, F., & Chandra, G. (2011). Service, Quality & Satisfaction. Yogyakarta: Andi.
-
Kini GO-JEK Hadir di 167 Kota dan Kabupaten Indonesia | Gojek. Diakses 18 Januari 2023, pukul 13.00 WIB.
-
Setelah 11 Tahun Berkiprah, Aplikasi Gojek Sudah Diunduh 190 Juta Kali (suara.com). Diakses 20 Januari 2023, pukul 15.33 WIB.
-
Berapa Pengguna Internet di Indonesia?. Diakses 20 Januari 2023, pukul 17.02 WIB
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.