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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Lionthiene, Via
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Decision Sciences, Operations Research & Management

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Unlocking User Satisfaction: The Dynamic Impact of Service Quality, Brand Image, and Promotion on Gojek and Maxim Lionthiene, Via; Rohman, Fatchur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.05

Abstract

Purpose – This study aims to determine the influence of service quality, brand image, and promotion on customer satisfaction among users of Gojek and Maxim online transportation services in Malang City.     Design/methodology/approach –  This research uses a quantitative explanatory design. The sample consists of 300 respondents, divided into 150 Gojek users and 150 Maxim users. Respondents were selected using non-probability purposive sampling with criteria of being at least 18 years old, having used the service more than once, and residing in Malang City. Data were analyzed using SPSS 25.0 through ANOVA and multiple linear regression analysis.   Findings – The results show that service quality has a positive and significant effect on customer satisfaction for Gojek users, while it has no significant effect for Maxim users. Brand image has a positive and significant effect on customer satisfaction for both Gojek and Maxim users. Promotion has a positive and significant effect on customer satisfaction for Gojek users, while it has no significant effect for Maxim users.   Originality/value – This study provides a comparative perspective between two ride-hailing services, highlighting differences in how service quality and promotion influence customer satisfaction across platforms in the same market.
Co-Authors Fatchur Rohman