MEASURING CUSTOMER SATISFACTION AT THE GO-RIDE SERVICE OF BALI, INDONESIA

Abstract

The transportation industry is growing very rapidly. Transportation has become a basic necessity for the community. With advances in information and communication technology, currently motorbikes as public transportation have been manifested in the form of online motorcycle taxis, one of which is GO-JEK. GO-JEK has not been able to divert the use of private vehicles from residents. GO-JEK users for GO-RIDE service are dominated by local tourists and migrants. This can be caused by the services provided by GO-JEK have not fully attracted customers to use the services provided. Customers are not very satisfied with the services provided thus leading to distrust. Therefore, this study will examine customer satisfaction of GO-JEK, especially GO-RIDE in Bali to find out how the service quality and its usefulness for the local community. This research is uses qualitative and quantitative approaches. The method in this study used field analysis with the Miles and Huberman model. The technique of checking the validity of the data used in this study was the triangulation technique. The statistical analysis used to support this research is multiple linear regression analysis. Based on the results of the interviews conducted, it was found that three factors affect customer satisfaction, namely price perception, service quality and brand image. Perception of price, service quality, and brand image have a positive and significant effect on Go-Ride customer satisfaction either partially or simultaneously. Suggestions that can be given in connection with the results obtained for consideration, namely marketers must understand the market and the needs and desires of customers. Next, marketers design customer driven marketing strategies with the aim of acquiring, retaining and growing targeted customers. Furthermore, marketers build marketing programs that deliver truly superior value. Finally, management must build profitable customer relationships, and create customer satisfaction.

Keywords

• online transportation
• satisfaction
• service quality
• price perception
• brand image