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

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.