Proceeding ICST (2021) - e-ISSN: 2722-7375 Vol. 2, June 2021 - Open Journal Systems
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Proceeding ICST (2021)
e-ISSN: 2722-7375
Vol. 2, June 2021
Analysis of satisfaction in user gojek application: systematic
review
Vitalia Fina Carla Rettobjaan*, Made Karma Maha Wirajaya
Universitas Bali Internasional, Jl. Seroja, Gang Jeruk No. 9A, Denpasar, Indonesia
*
vitaliacarlarettobjaan@gmail.com
Abstract. Start your The GOJEK is an application that can be operated through supporting
facilities, namely smartphones. The existence of several quality applications that are perceived
by these customers is expected to provide a satisfaction to customers, so that customers will
remain loyal to use the GOJEK application. This study aims to analyze the satisfaction of
GOJEK application users. This study uses a systematic review through:1) search using an
indexing site (google scholar) with the specified keyword, 2) the literature obtained through
indexing site then limited with certain categories, 3) the literature then selected with certain
inclusion and exclusion criteria. Based on the results of analysis, it was found that service
quality and trust affect user satisfaction of the GOJEK application. Service quality includes
ease of use of the application because it is easy to learn, easy to understand, simple and easy to
operate. In addition, it is very quickly accessed, so this is very beneficial for customers.
Besides, the price and the product also affects the satisfaction such as the ease in the
transaction process and the fulfillment of consumer needs and desires. GOJEK application
development companies need to pay attention to quality, trust, price and product factors in
creating customer satisfaction.
Keywords: Analysis; satisfaction; gojek application
1. Introduction
The development of the current era of globalization has changed a lot, especially the rapid
development of technology, in the past maybe communication tools were limited and their use was
only able to communicate, in contrast to the current era of the industrial revolution 4.0 with
technology all felt in the palm of the hand, namely mobile communication devices can be carried
everywhere, almost everyone has it, or it can be called a smartphone. Very rapid growth also occurred
in all sectors, both in the service sector and in the non-service sector. Millennial generation changes
and advances in technology quite large, especially the use of internet-based telecommunications media
such as smartphones for various purposes [1]. Technology that is equipped with features and the
presence of the internet as well as the latest developments in the field of technology and information
also play a role in the busy development of transportation, which attracts investors to create
ICST conference, December 14th 2020, published online: June 1st 2021
467transportation applications. The large role of transportation for human life causes business in the
transportation service sector to increase. With the people's need for fast and easy transportation, an
online transportation service business has emerged.
Modern online-based transportation has created various innovations that offer convenience to users.
The innovation brought by online transportation service companies really helps users as consumers to
meet their daily needs. To use online transportation is also easy, only requires an internet network and
also an application that has been installed on a smartphone [2]. Currently, there are many online
transportation that have sprung up, including Gojek, Grab Bike, Uber, Bang Jek, Smartjek, Jeger Taxi,
Ojesy, Blue-Jek, Say Taxi, Oke Jack, Bajaj App, My Blue Bird and Atrans. The many types of online
transportation make people have to be more careful in choosing the online transportation that they feel
is the most profitable. Based on the observations made, it can be seen that some online transportation
are still operating and consistently meet the demands and needs of their users, namely Gojek. One of
the advantages of Gojek is its application that provides various conveniences for its customers with the
many service products it offers [3].
PT. Gojek Indonesia is the work of the nation's children, which was founded in 2010 by
NadiemMakarin and Michaelangelo Moran in Jakarta. This company was born for the first time with
the good intention of providing solutions to facilitate everyday life in the midst of urban congestion in
order to create a means for more effective and efficient ojek transportation services. This company
works by connecting ojek with ojek passengers, where previously ojek drivers spent more time at the
base waiting for passengers [4]. At the beginning of its launch, Gojek only served via call centers and
only served motorcycle taxi orders in the Jakarta area. But in 2015 Go-Jek began to develop and create
a Gojek application with a neatly organized system. With this application, motorcycle taxi users can
easily order ojek online, pay on credit and find out where drivers are going to pick up customers. Now
Gojek has operated in major cities throughout Indonesia. The services of this service do not only
develop as transportation for people, but can also be used as a carrier for goods, documents or
packages [1].
There are similar transportation companies such as Grab that also use online applications that are
competitors to Gojek. Gojek companies must be able to compete in the midst of the euphoria of the
growing online transportation mode [5]. To increase the number of service users and provide
satisfaction to its customers, Gojek needs to pay attention to quality service factors and prices that are
in accordance with benefits, Go-Jek companies must be able to maintain prices according to consumer
capabilities as an effort to increase customer satisfaction [3]. The problem that often arises with the
quality of Go-Jek services is that drivers are still found riding motorbikes at high speeds. Another
problem is that the condition of the Helmet for customers is often unkempt and dirty, besides the
estimated arrival of the driver is not in accordance with the Gojek application. According to Sari &
Lestari, quality is defined as all the characteristics and characteristics of a product or service that have
an influence on the ability to satisfy various implied needs [6]. The lack of good quality of service
provided will make customers dissatisfied and convince others to go to other providers.
In addition, the price factor also greatly influences the decision of Gojek application users as a
service company, which often installs Gojek rates which often change while service improvements are
still not optimal. According to Sudaryono, the definition of price is an exchange rate that can be
equated with money or other goods for the benefits obtained from a good or service for a person or
group at a certain time and place. According to Maulana (2016), price indicators include product price
affordability, price compatibility with product quality, and price compatibility with benefits [7]. Other
factors to increase Gojek user satisfaction are trust and product. The products offered by Gojek are
providing a package of shuttle services in the form of goods and people, where similar services in
other businesses are still fragmented, such as only for delivering goods, but not for human
ICST conference, December 14th 2020, published online: June 1st 2021
468transportation, or vice versa [8]. Customer satisfaction is influenced by perceptions of service quality,
product quality, price and other personal and instantaneous factors. Fulfillment of promises in service
will be related and reflect the company's credibility in service. The company's competency level can
also be seen from here, the extent to which the company's ability level can be shown [9].
The existence of several factors that are perceived by these customers is expected to provide a
sense of satisfaction and satisfaction to customers, so that customers remain loyal to use the Gojek
application. Based on the phenomena that have been described, this study aims to analyze user
satisfaction of the Gojek application.
2. Method
The keyword that the author uses in the search for research articles for the author's research room is
"Kepuasan pengguna aplikasi GOJEK". I did not translate this keyword into English. This is because it
relates to the literature sources that the authors use in conducting literature searches. The library
source that the author uses is Google Scholar. This literature source contains research conducted in
Indonesia and has been published. The literature source here is very complete and has the keywords
used in the search, making it easier to search for research that will be used as a guide in this research
topic.
The predetermined keywords were then entered into Google Scholar using the keyword "Kepuasan
pengguna GOJEK" and obtained 35 articles. Then the author restricts the number of articles obtained
by category, namely articles published within a period of 5 years, from 2016 to 2020, the article is
fully available (free full text) and the title of the article contains "Satisfaction in user GOJEK”. So that
the number of articles found was 28 articles. The article is then reselected using several criteria set by
the author. The criteria that the authors use in limiting the literature search are inclusion and exclusion
criteria. The inclusion criteria are as follows.
1. Article type is an article in a journal that has been published
2.The article discusses the analysis of satisfaction in user Gojek application
3.Articles can be downloaded or full text availability
The exclusion criteria are The research article is in letter or abstract form only. Then the articles
selected based on inclusion and exclusion criteria were 5 articles. Then 5 articles are selected that are
suitable and support the topic I have determined. The flow chart can be explained as follows
The technique I use to extract and organize the information I find is by making tables and
providing the variables I want to know, such as the research title, the type of research, the research
design used, the sampling method, the data collection methods and key information / research results.
In this case I read carefully the literature that I got and put it in a table that I have created in
accordance with these variables.
ICST conference, December 14th 2020, published online: June 1st 2021
469Figure 1. Flowchart of the study
3. Results
Based on the results of a systematic literature study, it was found that there are several factors that
influence user satisfaction of the GOJEK application. These factors are seen from the factors of
service quality, trust, price and products. The factors are presented in the following table
Tabel 1. The Gojek Application User Satisfaction Factor
Factors Indicator Results
Service Tangibles 1. The physical condition of the vehicle is good and well
Quality maintained,
2. The Gojek online application is very easy to understand
3. Often experience server problems in using the Gojek
application
ICST conference, December 14th 2020, published online: June 1st 2021
4704. The vehicle is clean and tidy
5. The communication material for the Gojek application is in
the form of information and instructions that are quite clear
6. The facilities available in the vehicle are functioning
properly
7. Complete equipment and supplies such as the driver
providing masks and headgear for passengers
Reliability 1. The arrival of the driver is sometimes not on time and
passes the estimated Gojek application
2. Management is responsive in responding to customer
complaints
3. The driver is on time in delivering passengers to their
destination
Responsiveness 1. Providing services quickly and correctly
2. The driver has reliable technical skills in driving
3. Trustworthy driver service
4. Driver's knowledge and skills in carrying out their duties
5. Consistency of prices listed and provided in services
Assurance 1. Drivers and companies are honest in returning items left
behind
2. Passengers are safe from crime
3. Good relationship management with consumers
4. Consumer complaints will be processed quickly
Empathy 1. Drivers care about consumer comfort and safety
2. Maintain good relations with consumers (management and
drivers)
3. Responsive in overcoming problems with consumer
complaints
Trust 1. Gojek companies are able to provide services in
accordance with consumer expectations
2. Establish good relationships with consumers
3. Providing a good service experience to consumers
Price Affordability 1. The price offered by Gojek is affordable for consumers
of prices 2. Prices are determined by the zoning system in Indonesia
which is regulated by the Ministry of Transportation
3. Prices are calculated at the rate per km
4. Competitive price with other similar competitors
Match price The price offered is in accordance with the quality provided by
with quality Gojek such as prices for Go-Ride, Go-Car, G0-Shop, Go-box, Go-
Food and other services.
Match price The price of Gojek is in accordance with the benefits provided
with benefits such as GO-Ride and Go-Car services which provide transportation
benefits according to the price per km.
Product Type of service The services offered are many, including: Go-Ride, Go-Car, Go-
Food, Go-Mart, Go-Send, Go-Box, Go-Tix, Go-Med, Go-Massage,
Go-Clean, Go- Auto, Go-Glam, Go-Pay, Go-Pulsa, Go-Points, and
ICST conference, December 14th 2020, published online: June 1st 2021
471Go-Bills
How to use 1. Gojek services are easy to use and process transactions
2. The services offered meet the needs and desires of
consumers
3. Utilizing new technology so that consumers are easy to use
4. Can be competitive with the comparison of offers from
competitors
4. Discussion
Satisfaction is a consumer's assessment of the features of a product or service that has succeeded in
fulfilling needs at a pleasing level, either below or above expectations [10]. One of the factors that
determine customer satisfaction is customer perception of service quality which focuses on the five
dimensions of quality, service, namely physical evidence, reliability, responsiveness, assurance and
empathy. Customer satisfaction is influenced by perceptions of service quality, product quality, price
and other personal and instantaneous factors. Fulfillment of promises in service will be related and
reflect the company's credibility in service. The company's competency level can also be seen from
here, the extent to which the company's capability level can be shown [11]. Indicators of satisfaction
of users of transportation services, namely: (1) Suitability of the service as expected, in this case
related to customer perceptions whether the quality of the service received is in accordance with what
the service provider has promised to customer expectations; (2) The suitability of the service and the
rate paid, in this case, is related to the customer's perception of how they feel whether the service they
receive is in accordance with the fee or rate they have paid to consume the service; and (3) Customer
satisfaction with the services offered, in this case related to the perception of whether or not customers
are satisfied with the services offered compared to other service providers [4].
Judging from the service quality factor is a factor that determines the level of success and quality of
the company where the company's ability to provide quality service to consumers and as a company
strategy to defend itself and achieve success in the face of competition. Service quality focuses on
efforts to meet customer needs as well as delivery accuracy to match customer expectations. Service
quality can be evaluated by comparing the quality experienced or received by the company's
customers with the expected service [12]. SERVQUAL dimensions developed by Parasuraman,
Zeithmal, and Berry 1988, there are five dimensions of service quality, namely: (1) Tangibles,
including physical equipment, employees and communication facilities: (2) Reliability (reabilty),
namely the ability to provide the promised service is prompt, accurate, and satisfactory; (3)
Responsiveness, namely the desire of the staff to help customers and provide services responsively;
(4) Assurance, including the knowledge, competence, politeness and trustworthiness of staff; (5)
Empathy, which includes ease in establishing relationships, good communication, personal attention,
and understanding of the individual needs of customers [4].
Judging from the factor of public trust in a brand or company is something that is needed in
business [13]. The trust factor is the most considered factor in every sale and purchase, especially in
online purchases. Most individuals buy due to trust issues, this is especially true for transactions via
the internet including the Gojek application, because consumers must include personal data in
transactions [14].The existence of trust cannot be separated from the existence of consumer confidence
in the ability of the Gojek company to provide services in accordance with consumer expectations [15]
with trust, it is expected that consumers can purchase or reuse services or products that have been felt.
To gain trust, of course, consumers must first experience the use of a service or product
ICST conference, December 14th 2020, published online: June 1st 2021
472[16].Consumer trust shows that the company's good intentions can be accepted by consumers well,
thus providing a good image for the Go-Jek company because it is able to keep promises previously
given to consumers [17].
In addition, the price factor is the benefit of the services that come with the service at various costs
(victims) of consuming the service [18]. These costs can be time to sacrifice services, physical activity
(energy spent on services). Price affects Gojek application user satisfaction because prices have
several indicators, namely price affordability, price compatibility with the quality of goods or services
and price suitability. Where the price offered is in accordance with the quality and benefits provided
by Gojek such as prices and benefits for Go-Ride, Go-Car, Go-Shop, Go-box, Go-Food services and
others. The Ministry of Transportation has also set Gojek prices based on zoning in Indonesia and is
calculated by the rate per km. The price factor is also the Gojek company must be able to compete
with other competitors [19].
Judging from the product factor, the product referred to here is related to quality products, which
are offered at affordable prices, which clearly becomes the target market. Product branding is also
important because there are several segments in the market that make the brand the main reason for
choosing a product [8]. Gojek provides a package of shuttle services in the form of goods and people,
where similar services in other businesses are still fragmented, such as only for delivering goods. The
Gojek services offered are Go-Ride, Go-Car, Go-Food, Go-Mart, Go-Send, Go-Box, Go-Tix, Go-Med,
Go-Massage, Go-Clean, Go-Auto, Go -Glam, Go-Pay, Go-Pulsa, Go-Points, and Go-Bills. The
services offered by Gojek are easy to use and process transactions. In addition, the services offered
meet the needs and desires of consumers and can be competitive with the comparison of offers from
other competing companies [20].
5. Conclusion
There are several factors that affect user satisfaction of the Gojek application including service quality,
trust, price and product. The factors that cause the quality of the Gojek application service are because
they are easy to learn, easy to understand, simple and easy to operate. Judging from the trust, Gojek is
able to make a good reputation in the eyes of Gojek customers, so that Gojek customers have
confidence in the Gojek application. Judging from the price factor, Gojek is able to provide
appropriate rates and provide convenience in the transaction process and meet the needs and desires of
consumers. Viewed from the product side, the products offered and provided by the GOJEK
application are many and varied which make it easier for its customers such as Go-Ride, Go-Car, Go-
Shop, Go-Food and others that can be used by customers for every condition.
Acknowledgement
The researcher expressed his gratitude to his fellow lecturers at the Universitas Bali Internasional who
have provided encouragement and technical support for the preparation of this manuscript.
References
[1] A Susilo, A. 2019. QUIZLET: Aplikasi Pembelajaran Berbasis Smartphone Era Generasi
Milenial. Jurnal Pendidikan Ilmu Sosial, 9-15
[2] Lestari, Intan., Joko Widodo., Sri Wahyuni. 2020. Pengaruh Kualitas Aplikasi Terhadap
Kepuasan Pelanggan Gojek Di Kota Jember. Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi, dan
Ilmu Sosial. Vol. 14, No. 2, pp. 318-322
[3] Oktarini, Riri. 2019. Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Pelanggan
Pengguna Jasa Aplikasi Gojek Di Kota Tangerang. Jurnal Ilmiah Ilmu Sekretari/Administrasi
Perkantoran. Vol. 6, No. 2, pp. 248-256
ICST conference, December 14th 2020, published online: June 1st 2021
473[4] Sahrul., S. A. Alfi Hidayatullah., E. L. Hadisaputro. 2019. Analisis Kepuasan Pelanggan
Terhadap Kualitas Layanan Aplikasi Gojek Dengan Metode PIECES Framework. Jurnal Sistem
Infromasi. Vol. 2, No. 2, pp. 47-53
[5] Widnyani, Ni Made., Vitalia Fina Carla R., A.A. Ngr Bagur Aristayudha. 2020. Pengaruh
Harga, Promosi Dan Inovasi Terhadap Loyalitas Pelanggan Gojek (Studi Kasus Pada
Universitas Bali Internasional). Jurnal Ilmiah Manajemen dan Bisnis. Vol. 5, No. 2, pp. 75-92
[6] Sari, M. R., & Lestari, R. (2019). Pengaruh Persepsi Harga, Kualitas Pelayanan Dan Kualitas
Produk Terhadap Kepuasan Dan Dampaknya Pada Minat Pembelian Ulang Konsumen
Keretaapi Kelas Eksekutif Argo Parahyangan. Jurnal Ilmu Manajemen, 30-44.
[7] Sudaryono. 2016. Manajemen Pemasaran Teori dan Implementasi.Yogyakarta: CV Andi Offset
[8] Farida, Ida., Achmad Tarmiz., Yogi November. 2016. Analisis Pengaruh Bauran Pemasaran 7p
Terhadap Kepuasan Pelanggan Pengguna Gojek Online. Jurnal Riset Manajemen dan Bisnis.
Vol. 1, No.1, pp. 31-40
[9] Arfan, Awaludin Arfan., Budi Wahono., Khalikussabir. 2019. Pengaruh Kualitas Pelayanan Dan
Kepercayaan Terhadap Kepuasan Pelanggan. Jurnal Riset Manajemen Prodi Manajemen. pp.
149-163
[10] N. C. Mar’ati, “Pengaruh Kualitas Layanan Dan Harga Terhadap Kepuasan Pelanggan Jasa
Transportasi Ojek Online (Studi Pada Konsumen Gojek Di Surabaya),” pp. 1–12.
[11] Hadisaputro, Elvin Leander., Endri Wandi., Adi Hermawansyah. 2019. Analisis Kepuasan
Pengguna Layanan Aplikasi Gojek Roda Dua Dengan Kerangka Kerja Pieces. Seminar
Nasional Sistem Informasi dan Teknik Informatika. 925-930
[12] A. S. Lubis and N. R. Andayani, “Pengaruh Kualitas Pelayanan (Service Quality) Terhadap
Kepuasan Pelanggan Pt. Sucofindo Batam,” J. Appl. Bus. Adm., vol. 1, no. 2, pp. 232–243,
2018.
[13] Rizanata, Fahmi M. 2014. Pengaruh Kepercayaan Pelanggan Terhadap Word of Mouth, Niat
Beli dan Retensi Pelanggan Gerai Indomaret Di Surabaya. Journal of Business and Banking,
4(1):31-42.
[14] Baskara.I.P., dan Hariadi.G. 2014. Analisis Pengaruh Kepercayaan, Keamanan, Kualitas
Pelayanan Dan Persepsi Akan Resiko Terhadap Keputusan Pembelian Melalui Situs Jejaring
Sosial (Social Networking Websites) (Studi Pada Mahasiswa Di Kota Semarang). Jurnal
Fakultas Ekonomi dan Bisnis Universitas Dian Nuswantoro, Vol. 1, No. 15.
[15] Ruparelia, N., White , L., and Hughes, Kate. 2010. Drivers Of Brand Trust In Internet Retailing.
Journal of Product & Brand Management, 19(4):250- 260.
[16] Astarina, I Gusti Ayu., I Gusti Ayu Ketut Giantar., Ni Nyoman Kerti Yasa. 2017. Peran
Kepercayaan Memediasi Pengaruh Pengalaman Terhadap Niat Menggunakan Kembali Jasa Go-
Jek Di Kota Denpasar. E-Jurnal Manajemen. Vol. 6, No. 5, pp. 2308-2334.
[17] Lee ,Chai H., Eze,Uchenna C., and Ndubisi, Nelson Oly. 2011. Analyzing Key Determinants Of
Online Repurchase Intentions. Asia Pacific Journal of Marketing and Logistics, 23(2):200-221.
[18] Kotler Philip, Amstrong Gary. 2013. Prinsip-prinsip Pemasaran, Edisi ke-12. Penerbit Erlangga.
Jakarta.
[19] Panjaitan, Ingrid. 2016. Pengaruh Pelayanan Dan Harga Pada Go-Jek Terhadap Kepuasan
Konsumen Dengan Minat Sebagai Variabel Moderating. Media Studi di Ekonomi. Vol. 19, No.
2, pp. 43-54.
[20] Wulandari, Cindi., Lin Yan Syah., Leon Andretti Abdillah. 2016. Analisa Tingkat Kepuasan
Layanan TI (Studi Kasus Pada Aplikasi Gojek). Seminar Nasional Teknologi Informasi dan
Komunikasi. 7-12.
ICST conference, December 14th 2020, published online: June 1st 2021
474You can also read
