The effect of service quality, perceived value, and customer trust towards customer loyalty on online transportation Gojek in Surabaya

Kevin Kevin(1*), Dudi Anandya(2),

(2) Universitas Surabaya
(*) Corresponding Author


This study aims to analyze several factors that affect customer loyalty GoRide and GoCar in Surabaya. Several variables such as service quality, perceived value, and customer trust are examined in this study to see their effect on customer loyalty. This research is useful for Gojek in order to compete by increasing the customer loyalty that Gojek has. The research data collection was carried out by distributing questionnaires to 200 GoRide and GoCar customers in Surabaya. The sampling technique used in this research is non-probability sampling with a purposive sampling method. The criteria for respondents are Gojek customers (GoRide and GoCar) who still use the GoRide and GoCar applications, who have used the GrabBike and GrabCar applications, and are domiciled in Surabaya. The results of the data were collected and analyzed using the SEM (Structured Equation Modeling) method with the help of the SPSS AMOS 24 software. In this study, the relationship between service quality and perceived value are tested, service quality to customer loyalty, service quality to customer trust, value perceived customer loyalty, and customer trust on customer loyalty. The results of this study indicated that service quality has a positive and significant effect on perceived value and customer trust, but has no effect on customer loyalty. Perceived value considered to have a positive effect on customer loyalty. Customer trust has no effect on customer loyalty.


customer loyalty; online transportation; Gojek; market share

Full Text:



(2019). APAC Ride-Hailing Apps go on Steroids to Offer ‘Super Apps’ in Effort to Offset Universal Losses. Retrieved 25th April, 2020 from

(2019). Survei Komunitas Konsumen Indonesia: Transportasi Online Jadi Pilihan Moda Transportasi Darat Urban Pilihan Konsumen. Retrieved 26th April, 2020 from

Aini, Z. (2018). Pengaruh Service Quality dan Customer Trust terhadap Customer Satisfaction serta Dampaknya pada Customer Loyalty Perbankan Syariah. Jurnal Kolegial, 6(2).

Ali, H. (2019). Layanan Digital Buatan Indonesia Paling Diminati Milenial. Retrieved 25th April, 2020 from

Andriani, D. (2019). Jumlah Pengguna Aktif Gojek di Indonesia Setara dengan Aplikasi Ride-Sharing Terbesar Dunia. Retrieved 25th April, 2020 from

Ashraf, M., Niazi, A. (2018). Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderating Effect Of Perceived Price Fairness And Mediating Effect Of Customer Satisfaction: Case Study on Telecommunication Sector of Pakistan. SSRN Electronic Journal. 2456-4559. doi:10.2139/ssrn.3235566.

Arikunto, S. (2010). Prosedur Penelitian Suatu pendekatan Praktek. Jakarta: Rineka Cipta.

Hayes, E.B. (2008). Measuring Customer Satisfaction and Loyalty. American Society For Quality, Milwaukee:Quality Press.

Chou, P.F. (2014). An Evaluation of Service Quality, Trust, and Customer Loyalty in Home-Delivery Services. International Journal of Research in Social Science, 3(8), 99-108.

Erwin, Sitinjak, T.J.R. (2017). Kontribusi Kualitas Jasa, Kepercayaan dan Kepuasan Konsumen Dalam Menciptakan Loyalitas Konsumen. Jurnal Manajemen, 13(2), 85-191.

Flavian, C., Giunaliu, M. (2007). Measure on Web Usability Website. Journal of Computer Information Systems, 48(1), 17-23.

Mangold, W.G., Babakus, E. (1991), Service Quality: the Front‐stage vs. the Back‐stage Perspective. Journal of Services Marketing, 5(4), (59-70). doi:10.1108/08876049110035675.

Griffin, J. (2005). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta : Erlangga.

Hair, J.F., Black, W.C., Babin, B.J., Anderson R.E. (2010). Multivariate Data Analysis 7th Edition. New Jersey:Pearson Prentice Hall.

Hapsari, R., Clemes, M.D., Dean, D. (2017). The Impact of Service Quality, Customer Engagement and Selected Marketing Constructs on Airline Passenger Loyalty. International Journal of Quality and Service Sciences, 9(1), 21-40. doi:10.1108/IJQSS-07-2016-0048.

Hasan, A. (2014). Marketing. Yogyakarta: Media Presindo.

Hill, N. (1996). Hand Book of Customer Satisfaction Measurement. Cambridge: Great Britain University Pers.

Ismail, A.B., Ali, M. H., Ridzuan, A.A., Rosnan, H. (2016). Service Quality and Customer Loyalty in Peacekeeping Missions. Jurnal Manajemen dan Kewirausahaan, 18(1), (71–82). doi: 10.9744/jmk.18.1.71–82.

Kelvianto, Y. (2020). Pengaruh Perceived Value, Brand Image, dan Trust Terhadap Loyalitas Pelanggan. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(6). doi:10.24912/jmbk.v4i2.7510.

Kotler, P. (2002). Manajemen Pemasaran, Edisi Millenium, Jilid 2. Jakarta:PT Prenhallindo.

Kotler, P., Keller, K.L. (2015). Marketing Management 15th Edition – Global. United Kingdom:Pearson Education Limited.

Kuo, Y.F., Wu, C.M., Deng, W.J. (2009). The Relationships Among Service Quality, Perceived Value, Customer Satisfaction, and Post-Purchase Intention in Mobile Value-Added Services. Computers in Human Behavior, 25(4), 887–896. doi:10.1016/j.chb.2009.03.003.

Kusmarini, R.A., Sumarwan, U., Simanjuntak, M. (2020). The Effect Of Atmosphere Perception, Perceived Value, And Hedonic Value On Consumer Loyalty Through The Service Quality Of Warunk Upnormal. Indonesian Journal of Business and Entrepreneurship, 6(1). doi:10.17358/IJBE.6.1.53

Kusuma, E.C. (2018). Pengaruh Nilai Yang Diterima Pelanggan Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan : Kepuasan Pelanggan Sebagai Mediator Dan Gender Sebagai Moderator. Jurnal Bisnis Dan Manajemen, 5(1), 42-50.

Liu, C.M, Dan, W.T.Y. (2017). A Study on The Effect of Service Quality on Customer Loyalty and Corporate Performance in Financial Industry. Problems and Perspectives in Management, 15(2), 355-363. Doi:10.21511/ppm.15(2-2).2017.05.

Marakanon, L., Panjakajornsak, V. (2017). Perceived Quality, Perceived Risk and Customer Trust Affecting Customer Loyalty of Environmentally Friendly Electronics Products. Kasetsart Journal of Social Sciences, 38(1), (24-30). doi:10.1016/j.kjss.2016.08.012.

Masnita,Y., M.M., Ramadhan, L. (2019). Impact of Customer Perceived Value on Loyalty: In Context Crm. Journal of Research in Business and Management, 7(3), (24-29). doi:10.31227/

Mohammed, A., Al-Swidi, A. (2019). The Influence of CSR on Perceived Value, Social Media and Loyalty in The Hotel Industry. Spanish Journal of Marketing – ESIC, 23(3), 373-396. doi:10.1108/SJME-06-2019-0029.

Moorman, C., Deshpande, R., Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. The Journal of Marketing, 57, (81-101). doi:10.2307/1252059.

Omoregie, O.K., Addae, J.A., Coffie, S., Ampong, G.O.A, Ofori K.S. (2019). Factors Influencing Consumer Loyalty: Evidence from The Ghanaian Retail Banking Industry. International Journal of Bank Marketing. doi:10.1108/IJBM-04-2018-0099.

Parasuraman, A.P., Zeithaml, V.A., Berry, L. (1988). SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of retailing.

Puspita, R.C., Suryoko S. (2017). Pengaruh Iklan, Harga, dan Kepercayaan Merek Terhadap Keputusan Pembelian Kosmetik Revlon. Diponegoro Journal of Social And Political, 6(3), 1-8.

Raza, S., Ali, M. (2015). Service Quality Perception and Customer Satisfaction in Islamic Banks of Pakistan: The Modified SERVQUAL Model. Total Quality Management and Business Excellence. doi:10.1080/14783363.2015.1100517

Siagian, H., Cahyono, H. (2014). Analisis Website Quality, Trust, dan Loyalty Pelanggan Online Shop. Jurnal Manajemen Pemasaran, 8(2, (55-61). doi:10.9744/pemasaran.8.2.55-61.

Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta

Sweeney, J., Soutar, G. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77, (203-220). doi:10.1016/S0022-4359(01)00041-0.

Tabrani, M., Amin, M., Nizam, A., (2018) Trust, Commitment, Customer Intimacy and Customer Loyalty in Islamic Banking Relationships. International Journal of Bank Marketing, 36. Doi:10.1108/IJBM-03-2017-0054.

Tam, J. (2004). Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management, 20(7-8), (897-917). doi:10.1362/0267257041838719.

Tjiptono, F. (2007). Strategi Pemasaran Edisi Pertama. Yogyakarta: Andi Offset

Zeithaml, V. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, (2-22). doi:10.1177/002224298805200302.


Article Metrics

Abstract view : 0 times
PDF - 0 times


  • There are currently no refbacks.

Copyright (c) 2021 Kevin ., Dudi Anandya

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

Google Scholar Google ScholarGARUDA - Garba Rujukan Digital
 mabis statistics