The Influence of Brand Image, Tariffs and Service Quality on Consumer Satisfaction in Gojek's Transportation Service Business in Jakarta (Study On PT Gojek Indonesia)

Abstract

This study aims to determine the influence of brand image, tariffs, and service quality on consumer satisfaction in Gojek transportation service business in Jakarta. The research uses a quantitative approach with a survey method. The population in this study is all Gojek consumers in Jakarta. The sample was selected using accidental sampling of 211 respondents. Data was collected through an online questionnaire using Google Form, then analyzed by multiple linear regression and hypothesis test using SPSS. The results showed that brand image had a positive and significant effect on consumer satisfaction (�² = 0.159; t-count 2.975 > t-table 1.97; p = 0.003 < 0.05). Tariffs also had a significant effect (�² = 0.178; t-count 2.760 > t-table 1.97; p = 0.006 < 0.05), and service quality had the strongest influence (�² = 0.450; t-count 7.255 > t-table 1.97; p = 0.000 < 0.05). These results show that the increase in all three variables significantly increases consumer satisfaction.