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Abstract
This study investigates the influence of promotion, perceived ease of use, and price on repurchase intention in the context of Go-Jek’s transportation services. The rapid growth of ride-hailing platforms has heightened competition, compelling companies to adopt strategies that ensure customer retention. This research employs a quantitative approach, utilizing surveys distributed to a sample of Go-Jek users.
The findings reveal that promotion significantly enhances customer repurchase intention by creating perceived value and fostering loyalty. Perceived ease of use also plays a crucial role, as users prioritize platforms that are user-friendly and efficient. Additionally, price sensitivity remains a key determinant, with competitive pricing strategies strengthening repurchase behavior. These results underline the need for Go-Jek to continuously innovate in promotional activities, maintain a seamless user experience, and offer affordable pricing to secure long-term customer relationships. The study contributes to a deeper understanding of consumer behavior in the digital ride-hailing industry and provides actionable insights for managerial practices.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0148-2963(99)00084-3
- Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
- Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
- Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). World Scientific. Li, Y., & Pu, R. (2020). The impact of promotional strategies on customer loyalty: Evidence from online food delivery platforms. Asia Pacific Journal of Marketing and Logistics, 32(5), 1156–1177. https://doi.org/10.1108/APJML-08-2019-0497
- Nguyen, Q. A., & Nguyen, T. D. (2019). Customer intention to reuse ride-hailing services: The role of perceived value, trust, and satisfaction. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 217–231. https://doi.org/10.1108/APJIE-01-2019-0010
- Setiawan, I., & Wibisono, R. (2021). The influence of digital platform quality and promotion on user loyalty in ride-hailing services. International Journal of Business, 26(4), 35–49. https://doi.org/10.1016/j.ijbus.2020.12.007
References
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/S0148-2963(99)00084-3
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). World Scientific. Li, Y., & Pu, R. (2020). The impact of promotional strategies on customer loyalty: Evidence from online food delivery platforms. Asia Pacific Journal of Marketing and Logistics, 32(5), 1156–1177. https://doi.org/10.1108/APJML-08-2019-0497
Nguyen, Q. A., & Nguyen, T. D. (2019). Customer intention to reuse ride-hailing services: The role of perceived value, trust, and satisfaction. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 217–231. https://doi.org/10.1108/APJIE-01-2019-0010
Setiawan, I., & Wibisono, R. (2021). The influence of digital platform quality and promotion on user loyalty in ride-hailing services. International Journal of Business, 26(4), 35–49. https://doi.org/10.1016/j.ijbus.2020.12.007