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.