Strategi Untuk Meningkatkan Kualitas dan Kepuasan Pelanggan Gojek Terhadap Loyalitas Pelanggan di Makassar dengan menggunakan Metode Structural Equation Modelling (SEM)

Abstract

This research aims to find out what indicators are benchmarks for quality and customer satisfaction regarding Gojek customer loyalty in Makassar. The Structural Equation Modeling (SEM) method is used to analyze the relationship between the variables studied. Data was collected through a survey from 450 Gojek user respondents in Makassar. The results of the analysis show that pricing strategy has a positive and significant effect on customer loyalty. The practical implication of this research is the importance of Gojek in improving application quality, service quality and customer satisfaction in order to strengthen customer loyalty in Makasssar.