Pengaruh Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Mediasi Pada Gofood Gojek Di Kota Banda Aceh

Teuku Muhammad Dayyan Fathin (Universitas Muhammadiyah Aceh)
Thasrif Murhadi (Universitas Muhammadiyah Aceh)
Mirza Murni (Universitas Muhammadiyah Aceh)

Sharing: Journal Of Islamic Economics, Management And Business
Vol. 5 No. 3 (2026): September, 2026

This study aims to examine how pricing policy influences user loyalty for Gojek’s GoFood service in Banda Aceh and to investigate the role of customer satisfaction in mediating this relationship. The research addresses the issue of user complaints regarding total order costs perceived as uncompetitive, which drives a tendency among customers to switch to competitor applications. Employing a quantitative approach, data were collected via questionnaires distributed to active customers selected based on specific criteria and subsequently analyzed using path analysis. The findings demonstrate that affordable and transparent pricing significantly enhances customer satisfaction and fosters loyalty. Furthermore, customer satisfaction was found to act as a partial mediator; this implies that when GoFood offers prices commensurate with the value received, it not only directly cultivates loyalty but also generates emotional satisfaction, ultimately making customers reluctant to switch to other platforms.