THE DETERMINANT ANALYSIS OF SERVICE QUALITY AND GOJEK'S MATCHING ALGORITHM ON THE SATISFACTION OF MUSLIMAH CUSTOMERS IN SURABAYA
Downloads
Introduction: The purpose of this study is to determine the partial influence of service quality and matching algorithm on the satisfaction of female muslim (muslimah) student customers using Gocar services in Surabaya. The research aims to investigate the effect of these two variables. The selection of a ride-hailing service catering to Muslimah-friendly preferences in Surabaya is driven by the increasing demand for such specialized services that are satisfy and safe for Muslimah.
Method: Data for this research were collected through questionnaires distributed to 100 muslimah students using Gocar services in Surabaya as the research sample. Surabaya was chosen due to the high demand of this service compared to most other cities in Indonesia. The mixed-method approach involved quantitative analyses such as validity and reliability tests, classic assumption tests, t-tests, F-tests, and the coefficient of determination. Additionally, qualitative data from the interviews were analyzed to provide a comprehensive understanding of customer experiences.
Results: The result is both service quality and matching algorithm have a positive impact on customer satisfaction, both individually and simultaneously. However, some criticisms were identified, such as excessive interaction from drivers that made customers uncomfortable and long waiting times for pick-up due to distant driver locations.
Conclusion and suggestion: Achieving customer satisfaction is crucial for any company, including Gojek, as the provider of Gocar services. To address customer satisfaction issues, Gojek should provide training on appropriate customer interactions for drivers and improve the matching algorithm to ensure closer driver-customer proximity without relying solely on Gocar instant points.
Adnyana, D. G. A., & Suprapti, N. W. S. (2018). THE INFLUENCE OF SERVICE QUALITY AND PRICE PERCEPTION ON GOJEK CUSTOMER SATISFACTION AND LOYALTY IN DENPASAR CITY. E-Jurnal Manajemen Universitas Udayana, 7(11), 6041. https://doi.org/10.24843/EJMUNUD.2018.v07.i11.p09
Afiq, M. K., & Roby Candra Yudha, A. T. (2023). ANALYSIS OF HEALTH LEVEL, SHARIA MAQASHID INDEX AND POTENTIAL FINANCIAL DISTRESS AT BANK MUAMALAT INDONESIA FOR THE 2017-2020 PERIOD. Jurnal Ekonomi & Bisnis Islam, 9(1).
Agiesta, W., & Sajidin, A. (2021). PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN KA LOKAL BANDUNG RAYA. 5(2), 12.
Ahmad. (2021, August 10). Pengertian Kepuasan Pelanggan: Faktor, Indikator dan Optimalisasinya. Gramedia Literasi. https://www.gramedia.com/literasi/kepuasan-pelanggan/
Ardiansyah, H., Amalia, R., & Prasetyo, A. B. (2019). Algoritma dan Pemrogaman 1. UNPAM Press.
Badan Pusat Statistik Indonesia. (2022). Produk Domestik Regional Bruto Kabupaten/Kota di Indonesia 2018-2022. https://www.bps.go.id/id/publication/2023/06/14/99ca8a81cd97e69dc04a31bc/produk-domestik-regional-bruto-kabupaten-kota-di-indonesia-2018-2022.html
BPS. (2023). Badan Pusat Statistik. Jumlah Penduduk Menurut Kelompok Umur Dan Jenis Kelamin, Di Indonesia. https://sensus.bps.go.id/topik/tabular/sp2022/188/1/0
Burhan, F. A. (2021, November 16). Transaksi Ojek Online Rp98 T, Bagaimana Pendapatan Mitra Gojek – Grab? - Startup Katadata.co.id. https://katadata.co.id/desysetyowati/digital/619353deaf564/transaksi-ojek-online-rp98-t-bagaimana-pendapatan-mitra-gojek-grab
Christino, A. B. (2019). Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan. Journal of Economics & Business UniSadhuGuna Business School, 8(1).
Chuenyindee, T., Ong, A. K. S., Ramos, J. P., Prasetyo, Y. T., Nadlifatin, R., Kurata, Y. B., & Sittiwatethanasiri, T. (2022). Public utility vehicle service quality and customer satisfaction in the Philippines during the COVID-19 pandemic. Utilities Policy, 75, 101336. https://doi.org/10.1016/j.jup.2022.101336
Dinas Kesehatatn Surabaya. (2019). Dinas Kesehatan Kota Surabaya: Profil Kesehatan 2019. Dinas Keseharan Surabaya. https://dinkes.surabaya.go.id/portalv2/dokumen/Profil%20Kesehatan%20Kota%20Surabaya%202019.pdf
Ghozali, I. (2007). Ekonometrika; Teori, Konsep, Dan Aplikasi Dengan SPSS 17. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19 Edisi 5 (5th ed.). UNDIP Press.
Hague, P., & Hague, N. (2021). B2B Customer Experience”By Paul Hague & Nicholas Hague. Kogan Page Ltd.
Hill, N., Roche, G., & Allen, R. (2007). Customer Satisfaction: The Customer Experience Through the Customer's Eyes. Cogent Publishing Ltd.
Hutabarat, M. L. P., & Cindy. (2022). MARKETING MIX ANALYSIS OF GOJEK CUSTOMER SATISFACTION AND LOYALTY. NCBMA, 4(2).
Ivantri, M. A., Azizi, M. H., Yudha, A. T. R. C., & Saputra, Y. (2024). Gold-Based Housing Financing Model: Proposing An Alternative Housing Financing Model For Islamic Bank. Journal of Islamic Accounting and Business Research.
Izogo, E. E., & Ogba, I.-E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), 250–269. https://doi.org/10.1108/IJQRM-05-2013-0075
Kahwaji, A., & Mubayed, M. M. A. (2016). A STUDY OF CUSTOMER SATISFACTION DIMENSIONS AND THEIR IMPACT ON CUSTOMER LOYALTY TO ONLINE SHOPPING SITES–AN ANALYTICAL STUDY OF ONLINE SHOPPING SITES IN ARABIC MARKET. International Journal of Educational Research, 13(03), 15.
Karnadi, A. (2022). Persaingan Ketat Pangsa Pasar Ojek Online di Indonesia. Dataindonesia.id. https://dataindonesia.id/digital/detail/persaingan-ketat-pangsa-pasar-ojek-online-di-indonesia
Kemendagri. (2023). Data Penduduk Indonesia Berdasarkan Agama. Kemendagri Satu Data. https://e-database.kemendagri.go.id/kemendagri/dataset/1203/tabel-data
Khadka, K., & Maharjan, S. (2017). Customer Satisfaction and Customer Loyalty [Thesis]. Centria University of Applied Sciences Pietarsaari.
Kotler, P., & Keller, K. (2012). Marketing Management. Pearson.
Kurniawan, R., & Yuniarto, B. (2016). Analisis Regresi. Kencana Prenada Media.
Landry. (2022). Matchmaking, Teknologi yang Digunakan Aplikasi On-Demand”Kompasiana.com. Kompasiana. https://www.kompasiana.com/glenlandry/5e7f6a89d541df158d472b12/mengapa-fitur-matchmaking-aplikasi-on-demand-sangat-diperlukan
Liana, M., & Utami, F. N. (2023). The Influence of Service Quality and Price on Gojek Customer Satisfaction in Jabodetabek. e-Proceeding of Management, 10(1), 205–214.
Maftuchah, V., Ghofir, A., . S., & Riftiasari, D. (2019). CONSUMER SATISFACTION ONLINE OJEK SERVICES IN INDONESIA :EFFECT OF SERVICE QUALITY AND CUSTOMER VALUE. Archives of Business Research, 7(12), 116–125. https://doi.org/10.14738/abr.712.7505
Maulana, A. S. (2016). Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan PT.TOI. 7(2), 13.
Maulana, G. G. (2017). Pembelajaran Dasar Algoritma dan Pemrogaman Menggunakan El-Goritma Berbasis Web. Jurnal Teknik Mesin (JTM), 06, 69–73.
Muguro, J., Njeri, W., Matsushita, K., & Sasaki, M. (2022). Road traffic conditions in Kenya: Exploring the policies and traffic cultures from unstructured user-generated data using NLP. IATSS Research, 46(3), 329–344. https://doi.org/10.1016/j.iatssr.2022.03.003
Muriza, D. T. (2021). Pengaruh Kelengkapan Produk, Harga, Promosi dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan di Ramayana Padang. Horizon, 1(2), 294–304. https://doi.org/10.22202/horizon.2021.v1i2.4800
National Matching Service Inc. (2022, August 17). ASHP Match | The Matching Algorithm. https://natmatch.com/ashprmp/algorithm.html
Nguyen-Phuoc, Diep Ngoc Su, Phuong, T., Diem, T., & Lester. (2020). Factors influencing customer's loyalty towards ride-hailing taxi services–A case study of Vietnam. Transportation Research Part A: Policy and Practice, 134, 96–112. https://doi.org/10.1016/j.tra.2020.02.008
NRMP. (2020). The Matching Algorithm: How It Works. NRMP. https://www.nrmp.org/intro-to-the-match/how-matching-algorithm-works/
Pahlevi. (2022). APJII: Penetrasi Internet Indonesia Capai 77,02% pada 2022 | Databoks. https://databoks.katadata.co.id/datapublish/2022/06/10/apjii-penetrasi-internet-indonesia-capai-7702-pada-2022
Putra, F. W., & Sulistyawati, E. (2017). Peran Kepuasan Pelanggan Memediasi Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan (Studi Kasus Pada Rumah Makan Bakmi Tungku di Kabupaten Badung). E-Jurnal Manajemen Universitas Udayana, 7(1), 525. https://doi.org/10.24843/EJMUNUD.2018.v7.i01.p20
Ridwan, M., & Noviyanti, S. (2022). PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN GO-JEK. Kinerja, 4(1), 53–66. https://doi.org/10.34005/kinerja.v4i1.1698
Ries, E. (2011). Lean Startup (1st ed.). Currency-Crown Publishing Group.
Sarmanu. (2017). Metodelogi Penelitian Kuantitatif, Kualitatif Dan Statistika (1st ed.). Airlangga University Press.
Schreieck, M., Safetli, H., Siddiqui, S. A., Pflügler, C., Wiesche, M., & Krcmar, H. (2016). A Matching Algorithm for Dynamic Ridesharing. Transportation Research Procedia, 19, 272–285. https://doi.org/10.1016/j.trpro.2016.12.087
Song, Y., Liu, K., Guo, L., Yang, Z., & Jin, M. (2022). Does hotel customer satisfaction change during the COVID-19? A perspective from online reviews. Journal of Hospitality and Tourism Management, 51, 132–138. https://doi.org/10.1016/j.jhtm.2022.02.027
Sudirman, A., Sherly, S. A., Butarbutar, Nababan, & Puspitasari, D. (2020). CUSTOMER LOYALTY OF GOJEK USERS IS REVIEWED FROM THE ASPECTS OF SERVICE QUALITY AND CONSUMER SATISFACTION. PROCURATIO (Jurnal Ilmiah Manajemen), 8(1).
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta Publisher.
Sugiyono. (2017). Metode Penelitian Bisnis. Alfabeta Publisher.
Susanti, D. K., Mahrus, M., Pratiwi, A., & Yanti, D. (2021). Pengaruh Kualitas Layanan Dan Harga Terhadap Tingkat Kepuasan Konsumen Jasa Transportasi Ojek Online Muslimah Di Kota Samarinda. BORNEO IISLAMIC FINANCE AND ECONOMICS JOURNAL, 1, 11.
Syofian, S. (2016). Statistika Deskriptif Untuk Penelitian. Raja Grafindo Persada.
Uzir, Md. U. H., Al Halbusi, H., Thurasamy, R., Thiam Hock, R. L., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721. https://doi.org/10.1016/j.jretconser.2021.102721
Verma, S. (2019, May 4). What goes behind a ride hailing app's matching algorithm? The Promatics Blog. https://www.promaticsindia.com/blog/what-goes-behind-a-ride-hailing-apps-matching-algorithm/
Wicaksono, S., & Kusuma, L. (2021). Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan OTO Car Wash. JIMEA (Jurnal Ilmiah MEA), 5(2), 1653.
Yudha, A. T. R. C., & Haryono, S. (2024). Milenials Consumer Behavior and It's Influence on Purchase Decisions of Halal Cosmetic Products . Al-Uqud : Journal of Islamic Economics, 8(1). Retrieved from https://journal.unesa.ac.id/index.php/jie/article/view/23916
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Every manuscript submitted to JEBIS must obey to the policy and terms set by Journal of Economics and Business Islamic.
- Publication rights on the contents of manuscript published by JEBIS is owned by JEBIS under consent and approval by the corresponding author(s).
- Full text of electronic publication of manuscripts can be accessed free if used for the purpose of education and research according to copyright regulation.
- Share ” copy and redistribute the material in any medium or format
- Adapt ” remix, transform, and build upon the material
- You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- You may not use the material for commercial purposes.
- If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.png)
