APAKAH PROMOSI DAN KUALITAS PELAYANAN DAPAT MENENTUKAN KEPUASAN KONSUMEN GOJEK DAN GRAB? A MIXED METHOD STUDY KOTA SUKABUMI

This study aims to analyze the effect of promotion and service quality on customer satisfaction of online transportation services, especially Gojek and Grab, using a mixed methods approach. This study involved 200 respondents from Gen Z and Millennials, and data was obtained through questionnaires and interviews. The data collection technique used non-probability sampling and the type of sampling used purposive sampling. The data analysis technique used Structual Equation Modeling Partial Least Square (SEM -PLS). The results of the quantitative analysis show that promotion (X1) and service quality (X2) have a positive and significant effect on customer satisfaction (Y). The path coefficients test shows that the T-Statistic value for promotion is 5.020 and for service quality is 6.447, with a P-Value below 0.05, indicating that both hypotheses are accepted. Qualitative research supports these findings by underlining the importance of attractive promotions and good service quality in creating user satisfaction. Overall, Gojek shows superiority in terms of promotion and service quality compared to Grab.
Keywords: Promotion, Service Quality, Consumer Satisfaction, Gojek, and Grab.