Analysis of Gojek's Service Quality
DOI:
https://doi.org/10.59664/jded.v5i1.11886Keywords:
customer satisfication, Gojek, digital service, SERVQUAL, online transportationAbstract
Layanan transportasi berbasis digital mengalami pertumbuhan pesat seiring dengan meningkatnya kebutuhan mobilitas masyarakat. Sebagai salah satu pelopor di industri layanan transportasi daring di Indonesia, Gojek menghadapi tantangan dalam mempertahankan kualitas pelayanan di tengah persaingan yang semakin ketat. Penelitian ini bertujuan untuk mengeksplorasi kualitas pelayanan Gojek dan dampaknya terhadap kepuasan pengguna. Dengan menggunakan pendekatan deskriptif kualitatif, data dikumpulkan melalui kuesioner terstruktur yang dibagikan kepada pengguna aktif Gojek. Analisis difokuskan pada lima dimensi kualitas layanan berdasarkan model SERVQUAL, yaitu keandalan, daya tanggap, jaminan, empati, dan bukti fisik. Hasil penelitian menunjukkan bahwa aspek bukti fisik seperti kebersihan kendaraan, penampilan pengemudi, dan tampilan antarmuka aplikasi memberikan pengaruh terbesar terhadap kepuasan pengguna. Sementara itu, dimensi empati dan jaminan menunjukkan pengaruh yang relatif lebih rendah. Penelitian ini menyimpulkan bahwa peningkatan pada elemen pelayanan yang terlihat serta konsistensi dalam penyampaian layanan merupakan strategi utama untuk meningkatkan kepuasan dan loyalitas pelanggan terhadap Gojek.
Keywords : kepuasan pelanggan; Gojek; layanan digital; SERVQUAL; transportasi online.
Abstract
Digital based transportation services have grown rapidly in response to increasing public mobility demands. As one of the pioneers in Indonesia's ride hailing industry, Gojek faces ongoing challenges in maintaining service quality amid intense competition. This study aims to explore Gojek’s service quality and its impact on user satisfaction. Using a qualitative descriptive approach, data were collected through structured questionnaires distributed to active Gojek users. The analysis focused on five dimensions of service quality based on the SERVQUAL model: reliability, responsiveness, assurance, empathy, and tangibles. The findings show that tangible aspects such as vehicle cleanliness, driver appearance, and the application user interface play the most significant role in shaping user satisfaction. In contrast, the empathy and assurance dimensions have a relatively lower influence. The study concludes that improving visible service elements and maintaining consistency in service delivery are key strategies to enhance customer satisfaction and loyalty toward Gojek.
Keywords: customer satisfaction; Gojek; digital service; SERVQUAL; online transportation.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Soni Kurniawan, Narishqeeya Annisa Rahmah Dasuki, Velannisa Shalihna Haris, Wahyu Rahmadani, Rizka Zakiah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
