Studi Empiris: Pengaruh Produk, Kualitas Layanan, dan Harga terhadap Kepuasan Pelanggan Grab di Kota Purwodadi
Keywords:
technology, transportation online, service quality, price, customer satisfactionAbstract
Advancements in information technology, particularly towards the globalization of communication, have a significant impact on the dynamics of society and the nation. The rapid development of information technology in recent years has brought both positive and negative effects on the lives of people across various countries. In Indonesia, the transportation sector is witnessing a transformation with the rise of application-based services, commonly referred to as online transportation. By delivering value and satisfaction to customers through competitive pricing of products and services, PT. Grab Indonesia has been motivated to enhance its application offerings, including GrabTaxi, GrabCar, GrabShare, GrabBike, GrabExpress, GrabFood, GrabHitch, and GrabHitch Car. Grab stands out as one of the largest online transportation platforms, with its market share fluctuating between 2019 and 2021. In 2019, Grab's market share was 43.1%, which increased to 43.5% in 2020, but subsequently declined to 39.7% in 2021. This success as a top brand is attributed to effective collaboration among management, drivers, and customers. By emphasizing comfort and safety, as well as maintaining competitive fares, Grab has been able to enhance its service ratings. To maintain its position as a leading brand, Grab must continually refine its strategies to attract public interest, demonstrate distinct advantages, and differentiate itself from competitors. Perkembangan teknologi informasi yang menuju globalisasi komunikasi memiliki dampak signifikan terhadap peradaban masyarakat dan bangsa. Saat ini, kita menyaksikan kemajuan pesat dalam teknologi informasi yang membawa berbagai konsekuensi, baik positif maupun negatif, terhadap kehidupan sosial di berbagai negara. Di Indonesia, sektor transportasi tengah mengalami transformasi dengan munculnya layanan berbasis aplikasi, yang dikenal sebagai transportasi online. Layanan ini menawarkan nilai tambah dan kepuasan kepada pelanggan melalui penyampaian produk dan jasa dengan harga kompetitif. PT. Grab Indonesia, sebagai salah satu pelaku utama, telah mengembangkan berbagai layanan aplikasi, termasuk GrabTaxi, GrabCar, GrabShare, GrabBike, GrabExpress, GrabFood, GrabHitch Bike, dan GrabHitch Car. Grab telah menjadi salah satu penyedia transportasi online terbesar di Indonesia, meskipun mengalami fluktuasi pangsa pasar antara tahun 2019 dan 2021. Pada tahun 2019, pangsa pasar Grab tercatat sebesar 43,1%, meningkat menjadi 43,5% pada tahun 2020, namun turun menjadi 39,7% pada tahun 2021. Keberhasilan Grab dalam meraih posisi top brand merupakan hasil dari kolaborasi yang baik antara manajemen, driver, dan konsumen. Dengan fokus pada kenyamanan dan keamanan, tarif juga berperan penting dalam mendukung reputasi layanan ini. Untuk mempertahankan status sebagai top brand, Grab harus terus berinovasi dan menunjukkan keunggulan serta perbedaan dibandingkan pesaingnya.References
A. Batinggi, & Ahmad, B. (2009). Manajemen pelayanan publik. CV Andi Offset.
Algustin, W., & Matoati, R. (2020). Pengaruh ekuitas merek terhadap minat beli ulang produk Emina pada generasi Z. Jurnal Bisnis dan Ekonomi, 27(1), 1–12.
Ariescha, W. A. (2017). Pengaruh kualitas produk dan harga terhadap keputusan pembelian onde-onde Bo Liemjr Yanik Mojokerto (Studi pada konsumen toko onde-onde Bo Liemjr Yanik Mojokerto). Jurnal Pendidikan Tata Niaga (JPTN), 1(1).
Ayu Sari Prastyaningsih, I. S., & E. Y. (2014). Pengaruh customer experience terhadap repurchase intention (Niat membeli ulang) (Survei pada konsumen KFC di lingkungan warga RW 3 Desa Kandangrejo, Kedungpring, Lamongan). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 16(1), 1–8.
Ali Hasan. (2008). Marketing (Cetakan pertama). Medpress.
Armstrong, K. (2001). Prinsip-prinsip pemasaran (Edisi kedua belas, Jilid 1). Erlangga.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1–17. https://doi.org/10.1509/jmkg.66.3.1.18505
Dewi, I. G. A. P. R. P., & Ekawati, N. W. (2019). Peran kepuasan konsumen memediasi pengaruh brand image terhadap repurchase intention. E-Jurnal Manajemen Universitas Udayana, 8(5), 2722. https://doi.org/10.24843/ejmunud.2019.v08.i05.p05
Durianto, D., Sugiarto, & Budiman, L. J. (2004). BRAND EQUITY TEN: Strategi memimpin pasar.
Faradisa, I., Budi, L., & Minarsih, M. M. (2016). Analisis pengaruh variasi produk, fasilitas, dan kualitas pelayanan terhadap minat beli ulang konsumen pada Indonesian Coffeeshop Semarang (ICOS CAFÉ). Journal of Management, 2(2), 1–13.
Firli Musfar, T. (2020). Buku ajar manajemen pemasaran: Bauran pemasaran sebagai materi pokok dalam manajemen pemasaran. Media Sains Indonesia.
Hurriyati, R. (2010). Bauran pemasaran dan loyalitas pelanggan. Pendidikan Manajemen Bisnis.
Ikhsani, K. (2020). Purchase decision model: Price analysis and brand awareness towards repurchase interest. Journal of Marketing and Consumer Research, 73(April), 9–16. https://doi.org/10.7176/jmcr/73-02
Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran, Jilid 1.
Kotler, P. (2014). Principles of marketing. Igarss.
Kotler, P., & Armstrong, G. (2003). Prinsip-prinsip pemasaran (Jilid 1 Edisi ke-8). Erlangga.
Kotler, P., & Keller, K. L. (2009). Edisi ketiga belas. Jilid 1. Manajemen Pemasaran.
Lovelock, C. H., & Wright, L. (2002). Principles of service marketing and management. Upper Saddle River, N.J.: Prentice Hall.
Luthfiana, N. A., & Hadi, S. P. (2019). Pengaruh promosi penjualan dan e-service quality terhadap minat beli ulang (Studi pada pembeli di marketplace Shopee). Jurnal Administrasi Bisnis, 8(1), 37–42. https://doi.org/10.14710/jab.v8i1.23767
Marzali, A.- (2017). Menulis kajian literatur. ETNOSIA: Jurnal Etnografi Indonesia, 1(2), 27. https://doi.org/10.31947/etnosia.v1i2.1613
Nagle, T. T., Hogan, J. E., & Zale, J. (2011). The strategy and tactics of pricing: A guide to growing more profitably.
Pham, Q. T., et al. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability (Switzerland), 10(1). https://doi.org/10.3390/su10010156
Resti, D., & Soesanto, H. (2016). Pengaruh persepsi harga, kualitas pelayanan melalui kepuasan pelanggan terhadap minat beli ulang pada rumah kecantikan Sifra di Pati. Diponegoro Journal of Management, 5(1), 1–12.
Salim, A. (2019). Pengaruh bauran pemasaran jasa terhadap minat beli ulang Celebrity Fitness Metropolitan Mall Bekasi. Jurnal Manajemen, 8(2), 1–20.
Sartika, D. (2017). Analisis faktor-faktor yang mempengaruhi minat beli ulang produk You C1000 serta dampaknya terhadap loyalitas konsumen. Jurnal Penelitan Ekonomi dan Bisnis, 2(1), 10–21. https://doi.org/10.33633/jpeb.v2i1.2231
Sholihah, M., & Welsa, H. (2018). Pengaruh brand awareness, norma subyektif, keyakinan label halal terhadap brand attitude untuk meningkatkan minat beli ulang Ice Cream Magnum. Upajiwa Dewantara, 2(2), 112–124. https://doi.org/10.26460/mmud.v2i2.2021
Soarniki, N. Y., & M. (2021). Pengaruh atribut produk terhadap minat beli ulang kosmetik merek Maybelline pada konsumen di Kota Banjarmasin. 14(1), 145–159.
Suhaily, L., & Soelasih, Y. (2017). What effects repurchase intention of online shopping. International Business Research, 10(12), 113.
Sumarwan, U., et al. (2013). Riset pemasaran dan konsumen Seri: 2 (3), 978–979.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Ekonomi dan Bisnis
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:- The journal allow the authors to hold the copyright without restrictions and allow the authors to retain publishing rights without restrictions.
- 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 acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to 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 acknowledgement 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) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution 4.0 International License. Which means you are free to:- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
