Customer Experience and Perceived Value Influence on Loyalty Mediated by Satisfaction in Jabodetabek Online Motorcycle

Dwi Prasetyo Wibowo

doi:10.26905/jmdk.v14i1.17153

Authors

Dwi Prasetyo Wibowo Kwik Kian Gie School of Business and Information Technology

DOI:

https://doi.org/10.26905/jmdk.v14i1.17153

Keywords:

Customer experience, Perceived value, Customer satisfaction, GOJEK

Abstract

The development of app-based transportation services requires companies to create superior customer experiences and value in order to enhance customer satisfaction and loyalty. This study aims to analyze the effect of customer experience and perceived value on customer loyalty, with customer satisfaction acting as a mediating variable, in online motorcycle transportation services (Gojek) in the Jabodetabek area.This research adopts a quantitative approach using a survey method, where data were collected through questionnaires distributed to GOJEK application users. The data analysis technique employed is Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that customer experience and perceived value have a positive and significant effect on customer satisfaction. Furthermore, customer experience, perceived value, and customer satisfaction are also proven to have a positive and significant effect on customer loyalty. The mediation test results show that customer satisfaction is able to mediate the relationship between customer experience and perceived value on customer loyalty. These findings suggest that GOJEK customer loyalty is not only shaped by direct experience and perceived value, but also through the level of customer satisfaction as a comprehensive evaluation of the services received. This study is expected to provide theoretical contributions to the development of service marketing literature, particularly in relation to customer loyalty in app-based services, as well as practical implications for companies in designing strategies to improve customer experience, perceived value, and satisfaction in order to build long-term customer loyalty.

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