Skripsi

PENGARUH KUALITAS LAYANAN DAN BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN APLIKASI TRANSPORTASI DARING GOJEK DI PALEMBANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MODERASI

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The growth of online transportation services has intensified market competition, making application service quality and promotional strategies critical factors in shaping consumers’ purchase decisions. Previous studies have predominantly focused on the direct effects of these variables, while investigations into the moderating role of customer satisfaction remain limited and have produced inconsistent findings, particularly within the Indonesian context. This study aims to analyze the effects of application service quality and promotion mix on purchase decisions of Gojek services in Palembang City and to examine the role of customer satisfaction as a moderating variable. A quantitative approach was employed by distributing Likert-scale questionnaires to 184 active Gojek users, with data analyzed using PLS-SEM through SmartPLS 4. The results indicate that application service quality and promotion mix have positive and significant effects on purchase decisions, with promotion mix emerging as the most dominant factor. Customer satisfaction was found to strengthen the relationship between application service quality and purchase decisions, but it did not moderate the effect of promotion mix. These findings suggest that customer satisfaction functions as a reinforcement of performance-based service evaluations, while it does not influence consumer responses to economically driven promotional incentives. The implications of this study emphasize the importance of enhancing application performance and managing more personalized and competitive promotional strategies to sustain users’ purchase decisions.

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Detail Information

Series Title

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Call Number

T1903412026

Publisher

Indralaya : Prodi Magister Manajemen, Fakultas Hukum Universitas Sriwijaya., 2026

Collation

xvi, 119 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

658.834 207

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Kepuasan Pelanggan
Prodi Magister Manajemen

Specific Detail Info

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Statement of Responsibility

KA

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