PENGARUH USER EXPERIENCE TERHADAP CUSTOMER ENGAGEMENT DALAM APLIKASI GRAB: PENDEKATAN SERVQUAL UNTUK EVALUASI KUALITAS LAYANAN.

Digital transformation has reshaped the transportation landscape, creating smarter and more efficient mobility ecosystems. Grab, as Indonesia's leading digital transportation platform, has consolidated various services into one integrated platform that is highly relevant to Generation Z as digital natives. This study aims to analyze the influence of User Experience on Customer Engagement in the Grab application using the SERVQUAL approach to evaluate service quality, with a specific focus on Generation Z perceptions and preferences. The research methodology employed a quantitative approach with purposive sampling technique targeting Generation Z users aged 13-28 years who actively use the Grab application. Data were collected through questionnaires measuring five SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance and Empathy) along with User Experience and Customer Engagement variables. The research findings reveal that among the five SERVQUAL dimensions tested, only the Tangibles dimension showed significant influence on User Experience, indicating that visual aspects and user interface play a dominant role in shaping User Experience compared to other traditional service dimensions. Another important finding demonstrates that User Experience has a very dominant influence on Customer Engagement, proving that User Experience is a key factor determining Customer Engagement levels. This research provides strategic insights for developing more responsive and meaningful digital services, particularly in understanding the unique characteristics of Generation Z as digital consumers. The study contributes to the theoretical understanding of service quality evaluation in digital platforms and offers practical implications for enhancing customer loyalty in the competitive digital transportation industry.
Keywords: User Experience, Customer Engagement, SERVQUAL, Generation Z, Grab Application.