The Influence Of Customer Experience And Brand Awareness On The Loyalty Of Online Transportation Customers Of Gojek On The Faculty Of Economics And Business, University Of North Sumatra

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The Influence of Customer Experience and Brand Awareness on the Loyalty of Online Transportation Customers of Gojek on the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's digital age, the online transportation industry has experienced rapid growth, with companies like Gojek leading the way. As a popular online transportation platform, Gojek has managed to attract a large number of customers, including students from the Faculty of Economics and Business, University of North Sumatra. However, in order to maintain customer loyalty and attract new customers, it is essential for Gojek to understand the factors that influence customer loyalty. This study aims to analyze the influence of customer experience and brand awareness on the loyalty of online transportation customers of Gojek, specifically among students of the Faculty of Economics and Business, University of North Sumatra.

Methodology

This study employed an associative research method, targeting a population of students from the Faculty of Economics and Business, University of North Sumatra. A sample of 96 students who had used Gojek at least three times was taken using accidental sampling. Primary and secondary data were collected, including documentation and questionnaires measured using the Likert scale. The analysis method chosen was descriptive analysis and multiple linear regression analysis, with data processing using SPSS software for Windows.

Results

The results of the study showed that customer experience and brand awareness had a positive and significant influence on customer loyalty simultaneously, as indicated by the F (simultaneous) test. In the T (partial) test, the customer experience and brand awareness variables also showed positive and significant effects on customer loyalty. The Adjusted R Square value revealed that customer experience and brand awareness were able to explain 68.1 percent of the customer loyalty variable, while the remaining 31.9 percent could be explained by other variables not included in this study.

Discussion

Customer experience plays a crucial role in increasing customer loyalty in the current digital age. In the context of Gojek, the positive experience gained by users from ease of access, service speed, and good interaction with driver partners greatly influences their decision to return to using the service. When students of the Faculty of Economics and Business are satisfied with Gojek services, they are more likely to recommend it to their friends, thus creating a strengthening effect on their loyalty.

On the other hand, brand awareness also has a significant impact. Brand awareness creates a positive image that is able to attract the attention and interest of users of Gojek. Students who already know and understand the Gojek brand tend to feel more confident to use their services. In addition, promotions carried out by Gojek such as discounts or loyalty programs also help improve brand awareness among students.

Conclusion

Based on the results of this study, it is essential for Gojek to continue to improve customer experience through training and development for driver partners, as well as reviewing marketing strategies to improve brand awareness. Thus, Gojek can not only maintain existing customers but also attract new customers, especially among students who are their main target markets. Overall, this research underlines the importance of two factors, namely customer experience and brand awareness, in building customer loyalty. Gojek, as one of the market leaders in online transportation services, must continue to innovate to meet customer expectations and maintain their trust.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Improve customer experience: Gojek should continue to improve customer experience through training and development for driver partners, as well as reviewing marketing strategies to improve brand awareness.
  2. Enhance brand awareness: Gojek should carry out promotions such as discounts or loyalty programs to improve brand awareness among students.
  3. Continuously innovate: Gojek should continue to innovate to meet customer expectations and maintain their trust.

Limitations

This study has several limitations, including:

  1. Sample size: The sample size of 96 students may not be representative of the entire population of students from the Faculty of Economics and Business, University of North Sumatra.
  2. Data collection: The data collected was limited to primary and secondary data, which may not provide a comprehensive understanding of the factors influencing customer loyalty.
  3. Analysis method: The analysis method used was descriptive analysis and multiple linear regression analysis, which may not capture the complexity of the relationships between customer experience, brand awareness, and customer loyalty.

Future Research Directions

Future research should aim to:

  1. Investigate the impact of other factors: Investigate the impact of other factors, such as price, quality, and convenience, on customer loyalty.
  2. Examine the moderating effects: Examine the moderating effects of demographic variables, such as age and income, on the relationships between customer experience, brand awareness, and customer loyalty.
  3. Develop a more comprehensive model: Develop a more comprehensive model that captures the complex relationships between customer experience, brand awareness, and customer loyalty.
    Frequently Asked Questions (FAQs) about the Influence of Customer Experience and Brand Awareness on the Loyalty of Online Transportation Customers of Gojek

Q: What is the main objective of this study? A: The main objective of this study is to analyze the influence of customer experience and brand awareness on the loyalty of online transportation customers of Gojek, specifically among students of the Faculty of Economics and Business, University of North Sumatra.

Q: What research method was used in this study? A: This study employed an associative research method, targeting a population of students from the Faculty of Economics and Business, University of North Sumatra. A sample of 96 students who had used Gojek at least three times was taken using accidental sampling.

Q: What are the key findings of this study? A: The key findings of this study are that customer experience and brand awareness have a positive and significant influence on customer loyalty simultaneously. The Adjusted R Square value revealed that customer experience and brand awareness were able to explain 68.1 percent of the customer loyalty variable.

Q: What is the significance of customer experience in increasing customer loyalty? A: Customer experience plays a crucial role in increasing customer loyalty in the current digital age. In the context of Gojek, the positive experience gained by users from ease of access, service speed, and good interaction with driver partners greatly influences their decision to return to using the service.

Q: How does brand awareness impact customer loyalty? A: Brand awareness creates a positive image that is able to attract the attention and interest of users of Gojek. Students who already know and understand the Gojek brand tend to feel more confident to use their services.

Q: What recommendations are made based on the findings of this study? A: Based on the findings of this study, the following recommendations are made:

  1. Improve customer experience: Gojek should continue to improve customer experience through training and development for driver partners, as well as reviewing marketing strategies to improve brand awareness.
  2. Enhance brand awareness: Gojek should carry out promotions such as discounts or loyalty programs to improve brand awareness among students.
  3. Continuously innovate: Gojek should continue to innovate to meet customer expectations and maintain their trust.

Q: What are the limitations of this study? A: This study has several limitations, including:

  1. Sample size: The sample size of 96 students may not be representative of the entire population of students from the Faculty of Economics and Business, University of North Sumatra.
  2. Data collection: The data collected was limited to primary and secondary data, which may not provide a comprehensive understanding of the factors influencing customer loyalty.
  3. Analysis method: The analysis method used was descriptive analysis and multiple linear regression analysis, which may not capture the complexity of the relationships between customer experience, brand awareness, and customer loyalty.

Q: What are the future research directions? A: Future research should aim to:

  1. Investigate the impact of other factors: Investigate the impact of other factors, such as price, quality, and convenience, on customer loyalty.
  2. Examine the moderating effects: Examine the moderating effects of demographic variables, such as age and income, on the relationships between customer experience, brand awareness, and customer loyalty.
  3. Develop a more comprehensive model: Develop a more comprehensive model that captures the complex relationships between customer experience, brand awareness, and customer loyalty.

Q: What are the implications of this study for Gojek? A: The implications of this study for Gojek are that they should continue to improve customer experience and brand awareness to maintain customer loyalty. Gojek should also continuously innovate to meet customer expectations and maintain their trust.