PENGARUH CITRA MEREK, PERSEPSI HARGA, INOVASI LAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN PADA PENGGUNA JASA TRANSPORTASI ONLINE GOJEK DI KOTA SEMARANG

Abstract

The development of digital technology has driven significant transformation in the transportation sector in Indonesia, particularly through the presence of online transportation services such as Gojek. The high level of competition in the online transportation industry requires companies to be able to maintain customer loyalty in order to remain competitive and sustainable. This study aims to analyze the influence of brand image, price perception, service innovation, and trust on customer loyalty among users of Gojek online transportation services in Semarang City. This study uses a quantitative approach with a survey method. Data were collected by distributing questionnaires to 103 active Gojek users selected using purposive sampling techniques. The data analysis method used was multiple linear regression with the help of SPSS software version 26. The results showed that brand image and price perception had a positive and significant effect on customer loyalty. Meanwhile, service innovation and trust did not have a significant effect on customer loyalty. These findings indicate that strengthening brand image and setting appropriate prices are important factors in increasing Gojek customer loyalty.