The Influence of Promotion and Service Quality on Gojek User Decisions with Fare as a Moderating Variable: A Study of Gojek Users in Mataram City
DOI:
10.29303/alexandria.v7i2.1797Published:
2026-09-30Downloads
Abstract
This study aims to analyze the effect of promotion and service quality on Gojek user decisions and to examine the moderating role of fares in the relationship between promotion, service quality, and user decisions in Mataram City. This research employed a quantitative approach with a causal associative design. The study involved 75 Gojek users selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that promotion has a positive and significant effect on users' decisions to use Gojek services. Service quality also has a positive and significant effect on user decisions. However, fares do not significantly moderate the relationship between promotion and user decisions. Likewise, fares are not able to moderate the relationship between service quality and user decisions. These findings suggest that users' decisions are primarily influenced by effective promotional activities and high service quality rather than fare considerations. Therefore, Gojek should continuously improve promotional strategies and service quality to enhance user decisions and maintain competitiveness in the online transportation service industry.
Keywords:
Promotion Service Quality User Decision Fare GojekReferences
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Copyright (c) 2026 Yogi Dwi Purnama, Baiq Dinna Widyasti, Baiq Nadia Nirwana, Putri Amalia Wardi, Arwin Yafi Rahmatullah
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