Proceeding ICST (2021) - e-ISSN: 2722-7375 Vol. 2, June 2021 - Open Journal Systems

 
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Proceeding ICST (2021)
                                                                                    e-ISSN: 2722-7375
                                                                                      Vol. 2, June 2021

Analysis of satisfaction in user gojek application: systematic
review

                Vitalia Fina Carla Rettobjaan*, Made Karma Maha Wirajaya

                Universitas Bali Internasional, Jl. Seroja, Gang Jeruk No. 9A, Denpasar, Indonesia
                *
                vitaliacarlarettobjaan@gmail.com

                Abstract. Start your The GOJEK is an application that can be operated through supporting
                facilities, namely smartphones. The existence of several quality applications that are perceived
                by these customers is expected to provide a satisfaction to customers, so that customers will
                remain loyal to use the GOJEK application. This study aims to analyze the satisfaction of
                GOJEK application users. This study uses a systematic review through:1) search using an
                indexing site (google scholar) with the specified keyword, 2) the literature obtained through
                indexing site then limited with certain categories, 3) the literature then selected with certain
                inclusion and exclusion criteria. Based on the results of analysis, it was found that service
                quality and trust affect user satisfaction of the GOJEK application. Service quality includes
                ease of use of the application because it is easy to learn, easy to understand, simple and easy to
                operate. In addition, it is very quickly accessed, so this is very beneficial for customers.
                Besides, the price and the product also affects the satisfaction such as the ease in the
                transaction process and the fulfillment of consumer needs and desires. GOJEK application
                development companies need to pay attention to quality, trust, price and product factors in
                creating customer satisfaction.

                Keywords: Analysis; satisfaction; gojek application

1. Introduction
The development of the current era of globalization has changed a lot, especially the rapid
development of technology, in the past maybe communication tools were limited and their use was
only able to communicate, in contrast to the current era of the industrial revolution 4.0 with
technology all felt in the palm of the hand, namely mobile communication devices can be carried
everywhere, almost everyone has it, or it can be called a smartphone. Very rapid growth also occurred
in all sectors, both in the service sector and in the non-service sector. Millennial generation changes
and advances in technology quite large, especially the use of internet-based telecommunications media
such as smartphones for various purposes [1]. Technology that is equipped with features and the
presence of the internet as well as the latest developments in the field of technology and information
also play a role in the busy development of transportation, which attracts investors to create

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transportation applications. The large role of transportation for human life causes business in the
transportation service sector to increase. With the people's need for fast and easy transportation, an
online transportation service business has emerged.
    Modern online-based transportation has created various innovations that offer convenience to users.
The innovation brought by online transportation service companies really helps users as consumers to
meet their daily needs. To use online transportation is also easy, only requires an internet network and
also an application that has been installed on a smartphone [2]. Currently, there are many online
transportation that have sprung up, including Gojek, Grab Bike, Uber, Bang Jek, Smartjek, Jeger Taxi,
Ojesy, Blue-Jek, Say Taxi, Oke Jack, Bajaj App, My Blue Bird and Atrans. The many types of online
transportation make people have to be more careful in choosing the online transportation that they feel
is the most profitable. Based on the observations made, it can be seen that some online transportation
are still operating and consistently meet the demands and needs of their users, namely Gojek. One of
the advantages of Gojek is its application that provides various conveniences for its customers with the
many service products it offers [3].
    PT. Gojek Indonesia is the work of the nation's children, which was founded in 2010 by
NadiemMakarin and Michaelangelo Moran in Jakarta. This company was born for the first time with
the good intention of providing solutions to facilitate everyday life in the midst of urban congestion in
order to create a means for more effective and efficient ojek transportation services. This company
works by connecting ojek with ojek passengers, where previously ojek drivers spent more time at the
base waiting for passengers [4]. At the beginning of its launch, Gojek only served via call centers and
only served motorcycle taxi orders in the Jakarta area. But in 2015 Go-Jek began to develop and create
a Gojek application with a neatly organized system. With this application, motorcycle taxi users can
easily order ojek online, pay on credit and find out where drivers are going to pick up customers. Now
Gojek has operated in major cities throughout Indonesia. The services of this service do not only
develop as transportation for people, but can also be used as a carrier for goods, documents or
packages [1].
    There are similar transportation companies such as Grab that also use online applications that are
competitors to Gojek. Gojek companies must be able to compete in the midst of the euphoria of the
growing online transportation mode [5]. To increase the number of service users and provide
satisfaction to its customers, Gojek needs to pay attention to quality service factors and prices that are
in accordance with benefits, Go-Jek companies must be able to maintain prices according to consumer
capabilities as an effort to increase customer satisfaction [3]. The problem that often arises with the
quality of Go-Jek services is that drivers are still found riding motorbikes at high speeds. Another
problem is that the condition of the Helmet for customers is often unkempt and dirty, besides the
estimated arrival of the driver is not in accordance with the Gojek application. According to Sari &
Lestari, quality is defined as all the characteristics and characteristics of a product or service that have
an influence on the ability to satisfy various implied needs [6]. The lack of good quality of service
provided will make customers dissatisfied and convince others to go to other providers.
    In addition, the price factor also greatly influences the decision of Gojek application users as a
service company, which often installs Gojek rates which often change while service improvements are
still not optimal. According to Sudaryono, the definition of price is an exchange rate that can be
equated with money or other goods for the benefits obtained from a good or service for a person or
group at a certain time and place. According to Maulana (2016), price indicators include product price
affordability, price compatibility with product quality, and price compatibility with benefits [7]. Other
factors to increase Gojek user satisfaction are trust and product. The products offered by Gojek are
providing a package of shuttle services in the form of goods and people, where similar services in
other businesses are still fragmented, such as only for delivering goods, but not for human

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transportation, or vice versa [8]. Customer satisfaction is influenced by perceptions of service quality,
product quality, price and other personal and instantaneous factors. Fulfillment of promises in service
will be related and reflect the company's credibility in service. The company's competency level can
also be seen from here, the extent to which the company's ability level can be shown [9].
    The existence of several factors that are perceived by these customers is expected to provide a
sense of satisfaction and satisfaction to customers, so that customers remain loyal to use the Gojek
application. Based on the phenomena that have been described, this study aims to analyze user
satisfaction of the Gojek application.

2. Method
The keyword that the author uses in the search for research articles for the author's research room is
"Kepuasan pengguna aplikasi GOJEK". I did not translate this keyword into English. This is because it
relates to the literature sources that the authors use in conducting literature searches. The library
source that the author uses is Google Scholar. This literature source contains research conducted in
Indonesia and has been published. The literature source here is very complete and has the keywords
used in the search, making it easier to search for research that will be used as a guide in this research
topic.
    The predetermined keywords were then entered into Google Scholar using the keyword "Kepuasan
pengguna GOJEK" and obtained 35 articles. Then the author restricts the number of articles obtained
by category, namely articles published within a period of 5 years, from 2016 to 2020, the article is
fully available (free full text) and the title of the article contains "Satisfaction in user GOJEK”. So that
the number of articles found was 28 articles. The article is then reselected using several criteria set by
the author. The criteria that the authors use in limiting the literature search are inclusion and exclusion
criteria. The inclusion criteria are as follows.
1. Article type is an article in a journal that has been published
2.The article discusses the analysis of satisfaction in user Gojek application
3.Articles can be downloaded or full text availability
The exclusion criteria are The research article is in letter or abstract form only. Then the articles
selected based on inclusion and exclusion criteria were 5 articles. Then 5 articles are selected that are
suitable and support the topic I have determined. The flow chart can be explained as follows
    The technique I use to extract and organize the information I find is by making tables and
providing the variables I want to know, such as the research title, the type of research, the research
design used, the sampling method, the data collection methods and key information / research results.
In this case I read carefully the literature that I got and put it in a table that I have created in
accordance with these variables.

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Figure 1. Flowchart of the study

3. Results
Based on the results of a systematic literature study, it was found that there are several factors that
influence user satisfaction of the GOJEK application. These factors are seen from the factors of
service quality, trust, price and products. The factors are presented in the following table

                       Tabel 1. The Gojek Application User Satisfaction Factor
   Factors          Indicator                                   Results
Service          Tangibles            1. The physical condition of the vehicle is good and well
Quality                                   maintained,
                                      2. The Gojek online application is very easy to understand
                                      3. Often experience server problems in using the Gojek
                                          application

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4. The vehicle is clean and tidy
                                     5. The communication material for the Gojek application is in
                                        the form of information and instructions that are quite clear
                                     6. The facilities available in the vehicle are functioning
                                        properly
                                     7. Complete equipment and supplies such as the driver
                                        providing masks and headgear for passengers
                Reliability          1. The arrival of the driver is sometimes not on time and
                                        passes the estimated Gojek application
                                     2. Management is responsive in responding to customer
                                        complaints
                                     3. The driver is on time in delivering passengers to their
                                        destination
                Responsiveness       1. Providing services quickly and correctly
                                     2. The driver has reliable technical skills in driving
                                     3. Trustworthy driver service
                                     4. Driver's knowledge and skills in carrying out their duties
                                     5. Consistency of prices listed and provided in services
                Assurance            1. Drivers and companies are honest in returning items left
                                        behind
                                     2. Passengers are safe from crime
                                     3. Good relationship management with consumers
                                     4. Consumer complaints will be processed quickly
                Empathy              1. Drivers care about consumer comfort and safety
                                     2. Maintain good relations with consumers (management and
                                        drivers)
                                     3. Responsive in overcoming problems with consumer
                                        complaints
Trust                                1. Gojek companies are able to provide services in
                                        accordance with consumer expectations
                                     2. Establish good relationships with consumers
                                     3. Providing a good service experience to consumers

Price           Affordability        1. The price offered by Gojek is affordable for consumers
                of prices            2. Prices are determined by the zoning system in Indonesia
                                         which is regulated by the Ministry of Transportation
                                     3. Prices are calculated at the rate per km
                                     4. Competitive price with other similar competitors
                Match      price The price offered is in accordance with the quality provided by
                with quality     Gojek such as prices for Go-Ride, Go-Car, G0-Shop, Go-box, Go-
                                 Food and other services.
                Match      price The price of Gojek is in accordance with the benefits provided
                with benefits    such as GO-Ride and Go-Car services which provide transportation
                                 benefits according to the price per km.
Product         Type of service The services offered are many, including: Go-Ride, Go-Car, Go-
                                 Food, Go-Mart, Go-Send, Go-Box, Go-Tix, Go-Med, Go-Massage,
                                 Go-Clean, Go- Auto, Go-Glam, Go-Pay, Go-Pulsa, Go-Points, and

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Go-Bills
                 How to use            1. Gojek services are easy to use and process transactions
                                       2. The services offered meet the needs and desires of
                                           consumers
                                       3. Utilizing new technology so that consumers are easy to use
                                       4. Can be competitive with the comparison of offers from
                                           competitors

4. Discussion
Satisfaction is a consumer's assessment of the features of a product or service that has succeeded in
fulfilling needs at a pleasing level, either below or above expectations [10]. One of the factors that
determine customer satisfaction is customer perception of service quality which focuses on the five
dimensions of quality, service, namely physical evidence, reliability, responsiveness, assurance and
empathy. Customer satisfaction is influenced by perceptions of service quality, product quality, price
and other personal and instantaneous factors. Fulfillment of promises in service will be related and
reflect the company's credibility in service. The company's competency level can also be seen from
here, the extent to which the company's capability level can be shown [11]. Indicators of satisfaction
of users of transportation services, namely: (1) Suitability of the service as expected, in this case
related to customer perceptions whether the quality of the service received is in accordance with what
the service provider has promised to customer expectations; (2) The suitability of the service and the
rate paid, in this case, is related to the customer's perception of how they feel whether the service they
receive is in accordance with the fee or rate they have paid to consume the service; and (3) Customer
satisfaction with the services offered, in this case related to the perception of whether or not customers
are satisfied with the services offered compared to other service providers [4].
    Judging from the service quality factor is a factor that determines the level of success and quality of
the company where the company's ability to provide quality service to consumers and as a company
strategy to defend itself and achieve success in the face of competition. Service quality focuses on
efforts to meet customer needs as well as delivery accuracy to match customer expectations. Service
quality can be evaluated by comparing the quality experienced or received by the company's
customers with the expected service [12]. SERVQUAL dimensions developed by Parasuraman,
Zeithmal, and Berry 1988, there are five dimensions of service quality, namely: (1) Tangibles,
including physical equipment, employees and communication facilities: (2) Reliability (reabilty),
namely the ability to provide the promised service is prompt, accurate, and satisfactory; (3)
Responsiveness, namely the desire of the staff to help customers and provide services responsively;
(4) Assurance, including the knowledge, competence, politeness and trustworthiness of staff; (5)
Empathy, which includes ease in establishing relationships, good communication, personal attention,
and understanding of the individual needs of customers [4].
    Judging from the factor of public trust in a brand or company is something that is needed in
business [13]. The trust factor is the most considered factor in every sale and purchase, especially in
online purchases. Most individuals buy due to trust issues, this is especially true for transactions via
the internet including the Gojek application, because consumers must include personal data in
transactions [14].The existence of trust cannot be separated from the existence of consumer confidence
in the ability of the Gojek company to provide services in accordance with consumer expectations [15]
with trust, it is expected that consumers can purchase or reuse services or products that have been felt.
To gain trust, of course, consumers must first experience the use of a service or product

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[16].Consumer trust shows that the company's good intentions can be accepted by consumers well,
thus providing a good image for the Go-Jek company because it is able to keep promises previously
given to consumers [17].
   In addition, the price factor is the benefit of the services that come with the service at various costs
(victims) of consuming the service [18]. These costs can be time to sacrifice services, physical activity
(energy spent on services). Price affects Gojek application user satisfaction because prices have
several indicators, namely price affordability, price compatibility with the quality of goods or services
and price suitability. Where the price offered is in accordance with the quality and benefits provided
by Gojek such as prices and benefits for Go-Ride, Go-Car, Go-Shop, Go-box, Go-Food services and
others. The Ministry of Transportation has also set Gojek prices based on zoning in Indonesia and is
calculated by the rate per km. The price factor is also the Gojek company must be able to compete
with other competitors [19].
   Judging from the product factor, the product referred to here is related to quality products, which
are offered at affordable prices, which clearly becomes the target market. Product branding is also
important because there are several segments in the market that make the brand the main reason for
choosing a product [8]. Gojek provides a package of shuttle services in the form of goods and people,
where similar services in other businesses are still fragmented, such as only for delivering goods. The
Gojek services offered are Go-Ride, Go-Car, Go-Food, Go-Mart, Go-Send, Go-Box, Go-Tix, Go-Med,
Go-Massage, Go-Clean, Go-Auto, Go -Glam, Go-Pay, Go-Pulsa, Go-Points, and Go-Bills. The
services offered by Gojek are easy to use and process transactions. In addition, the services offered
meet the needs and desires of consumers and can be competitive with the comparison of offers from
other competing companies [20].

5. Conclusion
There are several factors that affect user satisfaction of the Gojek application including service quality,
trust, price and product. The factors that cause the quality of the Gojek application service are because
they are easy to learn, easy to understand, simple and easy to operate. Judging from the trust, Gojek is
able to make a good reputation in the eyes of Gojek customers, so that Gojek customers have
confidence in the Gojek application. Judging from the price factor, Gojek is able to provide
appropriate rates and provide convenience in the transaction process and meet the needs and desires of
consumers. Viewed from the product side, the products offered and provided by the GOJEK
application are many and varied which make it easier for its customers such as Go-Ride, Go-Car, Go-
Shop, Go-Food and others that can be used by customers for every condition.

Acknowledgement
The researcher expressed his gratitude to his fellow lecturers at the Universitas Bali Internasional who
have provided encouragement and technical support for the preparation of this manuscript.

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