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All Journal Journal of Social Politics and Governance (JSPG) Economics and Digital Business Review Jurnal Pengabdian Masyarakat Madani Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat JoEELE Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Advances in Human Resource Management Research Celebes Journal of Community Services
Dedy Darmawan
IKIP Veteran Semarang
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Journal : Economics and Digital Business Review

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The Influence Of Promotion, Perceived Ease Of Use, And Price Toward Repurchase Intention Transportation Services Go-Jek Indonesia Islamiah, Farida; Darmawan, Dedy; Asmirani, Sri
Economics and Digital Business Review Vol. 6 No. 1 (2025)
Publisher : STIE Amkop Makassar

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Abstract

This study investigates the influence of promotion, perceived ease of use, and price on repurchase intention in the context of Go-Jek’s transportation services. The rapid growth of ride-hailing platforms has heightened competition, compelling companies to adopt strategies that ensure customer retention. This research employs a quantitative approach, utilizing surveys distributed to a sample of Go-Jek users. The findings reveal that promotion significantly enhances customer repurchase intention by creating perceived value and fostering loyalty. Perceived ease of use also plays a crucial role, as users prioritize platforms that are user-friendly and efficient. Additionally, price sensitivity remains a key determinant, with competitive pricing strategies strengthening repurchase behavior. These results underline the need for Go-Jek to continuously innovate in promotional activities, maintain a seamless user experience, and offer affordable pricing to secure long-term customer relationships. The study contributes to a deeper understanding of consumer behavior in the digital ride-hailing industry and provides actionable insights for managerial practices.
Co-Authors Abduh, Amirullah Ahmad Rifai Arkanudin Rizki Permono, Arkanudin Rizki Armawan, Adi Asmirani, Sri Baso Amang, Baso Dio Caisar Darma Feriyanto, Ade Gulabdin, Shaierah Harsanto, Molbi Febrio Irwansyah Irwansyah Islamiah, Farida Korompot, Chairil Anwar Kumala, Destiana Long, Ang Hong Malik, Muhammad Akmal Ibnu Maulana, Arman Muliyadi Muliyadi Nisa, Febriana Khoirun Pratama, Ade Rafli Rahmawati, Rahmawati Ramli, Mansyur Shalahuddin Sidin, Julian Paul Sondoh, Stephen Laison Suherman, Cecep Takdir, Soltan Umayna, Farah Widaryo, Chandika Mahendra ZA, Saida Zainurossalamia