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All Journal ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship
Yogi Dwi Purnama
Universitas Bumigora
Humanities Economics, Econometrics & Finance Education Social Sciences

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The Influence of Promotion and Service Quality on Gojek User Decisions with Fare as a Moderating Variable: A Study of Gojek Users in Mataram City Yogi Dwi Purnama; Baiq Dinna Widyasti; Baiq Nadia Nirwana; Putri Amalia Wardi; Arwin Yafi Rahmatullah
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 7 No. 2 (2026): September (Proses)
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v7i2.1797

Abstract

This study aims to analyze the effect of promotion and service quality on Gojek user decisions and to examine the moderating role of fares in the relationship between promotion, service quality, and user decisions in Mataram City. This research employed a quantitative approach with a causal associative design. The study involved 75 Gojek users selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that promotion has a positive and significant effect on users' decisions to use Gojek services. Service quality also has a positive and significant effect on user decisions. However, fares do not significantly moderate the relationship between promotion and user decisions. Likewise, fares are not able to moderate the relationship between service quality and user decisions. These findings suggest that users' decisions are primarily influenced by effective promotional activities and high service quality rather than fare considerations. Therefore, Gojek should continuously improve promotional strategies and service quality to enhance user decisions and maintain competitiveness in the online transportation service industry.
Co-Authors Arwin Yafi Rahmatullah Baiq Dinna Widyasti Baiq Nadia Nirwana Putri Amalia Wardi