Determinan Loyalitas Pelanggan pada Grab: Kualitas Layanan Elektronik, Kepuasan Pelanggan, dan Persepsi Harga
- Mochammad Afirudin Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
-
Hery Pudjoprastyono
*
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya,
Indonesia
(*) Corresponding Author
Abstract
This study aims to analyze the effects of electronic service quality, customer satisfaction, and price perception on customer loyalty among Grab application users in Surabaya. This study is motivated by issues related to service quality, customer satisfaction, and price perception that may influence the continued use of online transportation services. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to 105 respondents selected using purposive sampling. Data analysis was conducted using Partial Least Squares with the assistance of SmartPLS to examine the direct effects between variables. The results indicate that electronic service quality has a positive effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, and price perception has a positive effect on customer loyalty. This study contributes to expanding the literature on customer loyalty in the online transportation service sector and provides practical insights for Grab to improve service quality, customer satisfaction, and price competitiveness.
Downloads
References
Aditya. (2023, July 2). Nasional Layanan Ojek Online Pilihan Masyarakat Indonesia. Goodstats.Id. Retrieved from https://goodstats.id/infographic/layanan-ojek-online-pilihan-masyarakat-indonesia-jbPbU
Aisyah, S. N., & Rosyidi, S. (2023). Pengaruh Persepsi Harga, Customer Review, Customer Rating, dan Promosi Flash Sale terhadap Keputusan Pembelian di Shopee. Jurnal Kompetitif, 12(1), 48–60. https://doi.org/https://doi.org/10.52333/kompetitif.v12i1.83
Andrian, Putra, C. I. W., Jumawan, & Nursal, M. F. (2022). Perilaku Konsumen (R. Iye & E. D. Widyawaty, eds.). Penerbit Rena Cipta Mandiri.
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Aprillia Darmansah, & Sri Yanthy Yosepha. (2020). Pengaruh Citra Merek dan Persepsi Harga terhadap Keputusan Pembelian Online pada Aplikasi Shopee di Wilayah Jakarta Timur. Jurnal Inovatif Mahasiswa Manajemen, 1(1), 15–30. https://doi.org/10.35968/pkaby422
Benhardy, K. A., Hardiyansyah, H., Putranto, A., & Ronadi, M. (2020). Brand image and price perceptions impact on purchase intentions: mediating brand trust. Management Science Letters, 3425–3432. https://doi.org/10.5267/j.msl.2020.5.035
Budianto, D. V., Pertiwi, T. K., & Anwar, M. (2023). Analysis of The Influence of Customer Loyalty to GoFood Products in Indonesia. Widya Cipta: Jurnal Sekretari Dan Manajemen, 7(2), 151–159. https://doi.org/10.31294/widyacipta.v7i2.16211
Dhani Arta Nugraha, & Reiga Ritomiea Ariescy. (2025). Pengaruh Layanan Jasa Shopee Express terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 4, 734–741. https://doi.org/10.36441/snpk.vol4.2025.396
Gan, K. H., Ng, W. C., Baliyan, M., Kee, L. Z. K., Li, W. V., Li, S., … Kee, D. M. H. (2025). The Influence of Service Quality and Price Perception on Customer Loyalty: The Mediating Role of Customer Satisfaction in Ride-Hailing Service. International Journal of Applied Business and International Management, 10(3), 407–425. https://doi.org/10.32535/ijabim.v10i3.4319
Gupron, G. (2020). Analisis Kepuasan Konsumen melalui E-Service Quality terhadap Keputusan Pembelian Daring di Aplikasi Bukalapan.com (Studi pada Mahasiswa Universitas Batanghari Jambi). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(1), 337–348. https://doi.org/10.38035/jmpis.v1i1.267
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.).
Kotler, P., Keller, K. L., Chernev, A., Sheht, J. N., & Shainesh, G. (2022). Marketing Management (16th ed.). PEARSON.
Makbul, R. S., Ambar, & Nonik. (2025). Perceived ease of use dan perceived usefulness dalam loyalitas pelanggan. Journal of Management and Digital Business, 5(1), 161–177. https://doi.org/https://doi.org/10.53088/jmdb.v5i1.1435
Noviyana, S., Koranti, K., Sriyanto, S., & Wijaya, A. N. (2024). Pengaruh Rasio Likuiditas, Leverage, dan Profitabilitas terhadap Financial Distress pada Perusahaan Subsektor Transportasi. Jesya, 7(1), 853–862. https://doi.org/10.36778/jesya.v7i1.1493
Pertiwi, A. B., Ali, H., & Sumantyo, F. D. S. (2022). Pengaruh Persepsi Harga dan Kualitas Pelayanan terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada ECommerce Shopee. Jurnal Ilmu Multidisiplin, 1(2), 537–553. https://doi.org/https://doi.org/10.38035/jim.v1i2
Rahman, S., Rika, R., Santoso, P. H., & Setyawan, Onny. (2022). Analisis Pengaruh Persepsi Harga, Kualitas Pelayanan dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Transportasi Online (Studi Kasus Pada Pengguna Gojek di Pekanbaru). Jurnal BANSI - Jurnal Bisnis Manajemen Akutansi, 2(1), 1–9. https://doi.org/10.58794/bns.v2i1.73
Riyadi, S. A., Usep Suhud, & Osly Usman. (2023). Pengaruh E-Service Quality dan Brand Image Terhadap E-Satisfaction dan E-Loyalty pada Pengguna Tiktok Shop. Jurnal Bisnis, Manajemen, Dan Keuangan, 4(1), 1–16. https://doi.org/10.21009/jbmk.0401.01
Saputri, D. (2019). Pengaruh Kualitas Pelayanan dan Harga Terhadap Loyalitas Pelanggan Grab Semarang. Journal of Strategic Comunication, 10(1), 46–53. https://doi.org/https://doi.org/10.35814/coverage.v10i1.1232
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif, dan R&D (1st ed.; Sutopo, ed.). ALFABETA.
Taqdirul Alim, Zufriah, D., & Muhammad Isnaini Fathoni. (2025). Pengaruh Kepuasan Pelanggan dan Kualitas Layanan Terhadap Loyalitas Pelanggan pada E-Commerce Shopee. Jurnal Bisnis, Manajemen, Dan Akuntansi, 12(1), 66–74. https://doi.org/10.54131/jbma.v12i1.215
Wismiyanti, R. K., Perdana, T. A., Aqmala, D., & Anomsari, A. (2025). E-Service quality dan price terhadap customer loyalty pengguna Gofood: Peran mediasi customer satisfaction pada Mahasiswa FEB Universitas Dian Nuswantoro. Journal of Management and Digital Business, 5(1), 397–314. https://doi.org/10.53088/jmdb.v5i1.1570
Wulandary, E., Mas’ud, M., Arifin, & Ashoer, M. (2023). Pengaruh Kualitas Layanan Era Digitalisasi Media Pemasaran Online E-Commerce dengan Menggunakan E-Service Quality Untuk Mengetahui Kepuasan Pelanggan. Center of Economic Students Journal, 6(1), 44–59. https://doi.org/10.56750/csej.v6i1.568
Yonathan Z. Agnes. (2025, May 23). Indonesia Jadi Pengguna Transportasi Online Terbesar 2024. Goodstats.Id. Retrieved from https://goodstats.id/article/indonesia-jadi-pengguna-transportasi-online-terbesar-2024-sn07c
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Determinan Loyalitas Pelanggan pada Grab: Kualitas Layanan Elektronik, Kepuasan Pelanggan, dan Persepsi Harga
Pages: 586-596
Copyright (c) 2026 Mochammad Afirudin, Hery Pudjoprastyono
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
