ANALISIS PERBANDINGAN PRODUK/JASA DAN KEUNGGULAN BERSAING DAN PENGARUHNYA PADA KEPUASAN KONSUMEN STUDI KASUS PERUSAHAAN GOJEK DAN GRAB

This study aims to analyze the comparison of products/services and competitive advantages on consumer satisfaction in online transportation services Gojek and Grab. The study uses a mixed method with a sequential explanation model. Quantitative data were collected through questionnaires with 250 respondents, while qualitative data were obtained through semi-structural interviews with 13 informants. The analysis technique used is Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of the study indicate that products/services and competitive advantages have a significant influence on consumer satisfaction. Consumers tend to be more satisfied if the services offered have innovation, uniqueness, and ease of use of the application. In addition, the difference in service quality between Gojek and Grab affects customer loyalty, especially in terms of convenience and speed of service. This study provides insight for companies in increasing competitiveness through product/service innovation and an in-depth understanding of the factors that influence consumer satisfaction, which are the key to business sustainability in the digital era.
Keywords: Products/Services, Competitive Advantage, Consumer Satisfaction, Online Transportation, Gojek, Grab, Mixed Method.