The Effect of Fares, Service Quality, and Promotion on Customer Satisfaction at Gojek in Batam

Abstract

This study aims to examine the effect of fares, service quality, and promotions on customer satisfaction at Gojek in Batam. The development of digital technology has driven the emergence of increasingly popular online transportation services, one of which is Gojek. However, increasing competition and differing customer perceptions of fares, service, and promotions pose new challenges for the company. This study used a quantitative approach with a survey of 100 Gojek user respondents in Batam. Data analysis was conducted using multiple linear regression using SPSS version 30. The results are expected to show that fares, service quality, and promotions have a positive and significant impact on customer satisfaction. These findings are expected to provide a basis for Gojek to improve its service quality marketing strategy in the future.