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All Journal Among Makarti Jurnal Manajemen Universitas Bung Hatta
Rizkiya, Cahaya Alya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BRAND IMAGE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER PREFERENCE PADA LAYANAN OJEK ONLINE (STUDI KASUS: GOJEK DAN GRAB) Syarifatustsania, Nadiah; Azhari, Desinta Riski; Khotimah, Khusnul; Rizkiya, Cahaya Alya; Surya Putra, Samuel Domatius; Wahyudi Rahman, Muhammad Fajar; Amelia, Ratih; Candra Arifah, Ika Diyah
Among Makarti Vol 18, No 2 (2025): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v18i2.874

Abstract

ABSTRACT : This study applies a quantitative method through a cross-sectional survey design that aims to examine the influence of brand image and customer experience on customer preference for online motorcycle taxi services (Gojek and Grab). Primary data were collected directly from 200 respondents using an online questionnaire (Google Forms), while secondary data was sourced from scientific articles and related journals. The target population consists of students and workers who use online motorcycle taxi applications in Indonesia on a daily basis. This study uses the S-O-R (Stimulus Organism Response) theory, which states that brand image and customer experience act as external behavioral stimuli (S) that influence the internal processes of individuals (O) through consumer preference responses (R). Sampling was conducted using purposive sampling (non-probability). Data analysis from the Likert questionnaire was performed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) on the SmartPLS 3.0 software. The research findings reveal that brand image and customer experience have a significant positive influence on customer preference for Gojek and Grab transportation service.ABSTRAK : Studi ini menerapkan metode kuantitatif melalui desain survei cross-sectional yang bertujuan untuk mengkaji pengaruh brand image dan customer experience pada customer preference layanan ojek online (Gojek vs Grab). Data primer dikumpulkan secara langsung dari 200 responden menggunakan kuesioner online (Google Forms), sementara data sekunder bersumber dari artikel ilmiah dan jurnal terkait. Target populasi terdiri dari pelajar dan pekerja yang kesehariannya menggunakan aplikasi ojek online di Indonesia. Studi ini menggunakan teori S-O-R (Stimulus Organism Response) bahwa brand image dan customer experience bertindak sebagai stimulus perilaku eksternal (S) yang memengaruhi proses internal pribadi mereka organisme (O) melalui preferensi konsumen response (R). Pengambilan sampel dilakukan dengan teknik purposive sampling (non-probabilitas). Analisis data yang dikumpulkan menggunakan kuesioner Likert dilakukan melalui Structural Equation Modeling-Partial Least Squares (SEM-PLS) pada software SmartPLS 3.0. Temuan penelitian mengungkapkan bahwa brand image dan customer experience berpengaruh positif secara signifikan terhadap customer preference pada layanan transportasi Gojek dan Grab. 
Does Social Media Use Increase Innovative Work Behavior? The Mediating Role of Digital Engagement Rizkiya, Cahaya Alya; Rahman, Muhammad Fajar Wahyudi; Amelia, Ratih; Wihara, Dhiyan Septa
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 21 No 1 (2026): Jurnal Manajeman Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v21i1.29242

Abstract

This study examines the mediating role of digital engagement in the relationship between social media use and innovative work behavior among employees of Perumda Air Minum Surya Sembada Kota Surabaya, specifically within the context of promoting the Customer Information System (CIS) application. Using a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were obtained from 70 eligible employees after the data screening process. The findings reveal that social media use positively and significantly influences both innovative work behavior and digital engagement. Furthermore, digital engagement itself demonstrates a significant positive effect on innovative work behavior. Crucially, digital engagement proves to be a significant mediator in the relationship between social media use and innovative work behavior. These results underscore that active digital engagement via social media platforms can effectively foster employee innovation, particularly in supporting organizational digital product promotion. The study strengthens the theoretical framework of Uses and Gratifications (U&G) by highlighting psychological engagement as a key mechanism. Practically, it offers organizations a blueprint for designing digital engagement strategies that enhance employee-driven innovation for digital product advancement.
Co-Authors Azhari, Desinta Riski Candra Arifah, Ika Diyah khusnul khotimah Rahman, Muhammad Fajar Wahyudi Ratih Amelia, Ratih Surya Putra, Samuel Domatius Syarifatustsania, Nadiah Wahyudi Rahman, Muhammad Fajar Wihara, Dhiyan Septa