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All Journal YUME : Journal of Management MES Management Journal
Erna Listiana
Program Studi Manajemen, Universitas Tanjungpura
Religion Economics, Econometrics & Finance Health Professions Industrial & Manufacturing Engineering Social Sciences

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Strategi Mencegah Perpindahan Pelanggan Gojek: Peran Price Attribution, E-Service Quality, dan Switching Barrier Nanda Novita; Erna Listiana; Giriati Giriati, Barkah Barkah, Ana Fitriana
YUME : Journal of Management Vol 9, No 1
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yume.v9i1.11285

Abstract

Perkembangan pesat layanan digital memperketat persaingan transportasi online (ride-hailing) di Indonesia sehingga retensi pelanggan menjadi isu strategis. Penelitian ini bertujuan menganalisis pengaruh E-Service Quality, Price Attribution, dan Switching Barrier terhadap Customer Satisfaction dan Customer Retention, serta menguji Customer Satisfaction sebagai mediator. Pendekatan kuantitatif digunakan melalui survei terhadap 210 pengguna Gojek; data dianalisis dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil menunjukkan model menjelaskan 76,9% variasi Customer Satisfaction (R²=0,769), yang dipengaruhi signifikan oleh E-Service Quality (β=0,486; p<0,001), Price Attribution (β=0,367; p<0,001), dan Switching Barrier (β=0,431; p<0,001). Customer Retention dijelaskan 72,8% (R²=0,728) dan dipengaruhi signifikan oleh E-Service Quality (β=0,096; p<0,05), Switching Barrier (β=0,268; p<0,001), serta Customer Satisfaction (β=0,340; p<0,01). Uji mediasi menegaskan Customer Satisfaction memediasi pengaruh E-Service Quality (β=0,165; p<0,01) dan Price Attribution (β=0,146; p<0,01) terhadap Customer Retention, namun tidak memediasi pengaruh Switching Barrier (p>0,05). Temuan menekankan bahwa retensi terutama dibentuk oleh kualitas layanan digital dan persepsi keadilan harga, sementara switching barrier berperan defensif sebagai pendukung.
Pengaruh Ketidakpuasan Konsumen dan Harga terhadap Perpindahan Merek dengan Brand Image sebagai Variabel Mediasi: Studi Kasus Perpindahan dari Grab ke Gojek Ratu Afifa Safiera; Wenny Pebrianti; Erna Listiana
MES Management Journal Vol. 5 No. 1 (2026): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v5i1.1067

Abstract

Competition in the Indonesian online transportation industry is dominated by two major brands, Grab and Gojek. The phenomenon of brands switching from Grab to Gojek demonstrates the importance of understanding the factors that influence consumer behavior in choosing a service. This study aims to develop a conceptual model that explains the influence of consumer dissatisfaction and price on brand switching decisions, with brand image as a mediating variable. The ,ethod used is a literature review with a descriptive analytical approach. The result of the study indicate that dissatisfaction and price perception have a significant impact on brand switching intentions. However, brand image can moderats this influence by shaping consumers’ perceptions of trust and tolerance for service imperfections. The proposed conceptual model can serve as a basis for further quantitative research, with a populations of online transportation users who have croo-platform experience. These findings provide strategic implication for digital brand managers in strengthening consumer loyalty amidst homogeneous service competition.
Co-Authors Giriati Giriati, Barkah Barkah, Ana Fitriana Nanda Novita Ratu Afifa Safiera Wenny Pebrianti