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User Experience Measurement On Go-Jek Mobile App In Malang City

Conference Paper · October 2018

DOI: 10.1109/IAC.2018.8780423

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User Experience Measurement On Go-Jek Mobile
App In Malang City
April Lia Hananto
Faculty of Computing
Universiti Teknologi Malaysia
Skudai Johor, Malaysia
hananto1983@graduate.utm.my
Faculty of Technology and Computer Science
Universitas Buana Perjuangan
Karawang, Indonesia
aprilia@ubpkarawang.ac.id
Abstract—The development of online motorcycle taxis in
Malang has increased especially GO-JEK. This raises
competition among motorcycle taxis online, which affects
online ojek service providers, especially service providers of
GO-JEK compete to get customers by providing services as
much as possible. This study aims to find out the level of
quality of service performed by service providers
PROJECT, how much satisfaction felt by passengers on
services that have been done, to identify perceived problems,
and make changes to improve the quality of service. The
method used is using questionnaires that are distributed
randomly to several locations in Malang area. The
questionnaire contained 33 questions which consisted of 21
questions about service quality and 12 about ,the satisfaction
felt by consumers. The results of this Questionnaire were
distributed to 30 people consisting of students, students, and
office area which is a potential point of service users of GO-
JEK.
Keywords-User Experience, Go-jek Malang, Quality of
service, Customer Satisfaction.
I. INTRODUCTION
Today, transportation is a part that can not be separated
and very needed by society in everyday life. There is a
close relationship between transportation with the reach
and location of huthe man activities either goods or
services . How big and important the role of transportation
in human life is, it appears from human efforts to
constantly improve the system and capacity of transport
throughout the ancient times up to the present. The more
accelerated the means of transportation used by humans,
the higher the level of human mobility, both individual and
social; means the greater the likelihood of human beings in
obtaining a better source of livelihood [1]. Along with the
development of the era, the technology continues to grow,
so also develop communication technology in society.
Communication technology is growing from humans
exchanging letters and telegrams to send long-distance
messages, until the discovery of mobile phones,
smartphones, and the internet that ultimately brings
communication to the digital age. Before we get into the
understanding of the digital age, it helps us to understand
Aviv Yuniar Rahman
Department of Informatics Engineering
Universitas Widyagama
Malang, Indonesia
aviv@widyagama.ac.id
why communication technology is becoming a constantly
evolving unit and playing a very important role in society.
This technology is very influential in various fields, be it
the field of education, trade, entertainment, politics, to
transportation. This is made possible by a young
entrepreneur named Nadiem Makarim, who creates
business opportunities by combining technological
developments with transportation services [2].
GO-JEK is a social-minded company that leads the
revolution of the Ojek transportation industry. GO-JEK
partnered with experienced motorcycle riders in Jakarta
covering JABODETABEK, Bandung, Bali & Surabaya
areas and became the main solution for goods delivery,
food delivery, shopping and traveling in the middle of
traffic jams. GO-JEK's role in simplifying and supporting
the mobility of service users would expect profit or 2
advantages of sales service. However, to achieve these
goals is not easy. Competition in the transportation
business is currently getting higher along with the
increasing number of companies offering transportation
services to the public transportation. As time passes, some
problems are felt by GO-JEK users in terms of service, one
of which is the complaints of users of GO-JEK on physical
evidence such as helmets and jackets used have a bad
smell that causes discomfort during the time of delivery.
The complaints felt by users of the GO-JEK application to
the lack of response of drivers to transport passengers
whose distances are far enough to make many passengers
GO-JEK switch to other transportation, whereas many
drivers GO-JEK located around the haulage location.
Other problems felt by users such as longer passenger
pickup time, lack of risk insurance for crime, and
reliability of drivers in bringing the vehicle. Of the many
problems that occur, have a negative impact on customer
confidence so as to give effect to the decline of ordering
transportation services GO-JEK. In this case the quality of
service of GO-JEK needs to be improved again to be able
to maintain and create customer satisfaction [3]. Quality of
service is an economic activity that creates value and
provides benefits to customers at a certain time and place
by bringing the desired changes, or on behalf of, the
recipient of the service.
 Fig. 1. Block Diagram of Research Methods.
In transportation services, of course, the price is the main
factor that becomes customer consideration because of the
amount of tariff determined in relation to income owned
by the passenger. The higher the tariff will cause
passengers to re-think in the use of freight services, but if
the tariff is lower then the passengers tend to utilize the
means of transportation without doing more consideration.
However, developments in the ojek business have led to
competition for GO-JEK companies with the emergence of
new competitors. In these circumstances, the price is no
longer a major factor for customers in choosing services
but other aspects that encourage them to choose the right
services. Some reasons such as reliability and timely,
comfortable, easy to order, access the vehicle, safe,
character rider, responsive to others would be a
consideration of consumers in choosing. Satisfaction as a
feeling of pleasure or disappointment that results from
comparing the perceived performance of a product (or
outcome) in relation to their expectations. Customer
Satisfaction is a complete evaluation of the accumulated
purchasing and consumption experience, which reflects the
comparison between experienced sacrifice and perceived
rewards. Satisfaction is the level of a person's feelings
caused by the results obtained equals or exceeds his
expectations. So customer satisfaction is a comparison
between perceived performance and expectations [4].
Therefore, I conducted a study on "Quality of Service to
GO-JEK Consumer Satisfaction in Malang".
Customers are an important measure of the quality of
services and facilities available, from ordering access to
everything related to GO-JEK transportation user
satisfaction.
II. LITERATURE STUDY
A. Quality of Service
Many researchers have tried to develop a definition for
service [5]:
• Service is an action or process offered by one party to
another. Although the process may be bound to a
physical product, perishable performance, often
tangible in nature, and usually does not result in the
possession of any of the factors of production.
• Service is an economic activity that creates value and
provides benefits to customers at a certain time and
place by bringing the desired changes, or on behalf of,
the recipient of the service.
• Service is something that can be bought and sold, but
that cannot come down on your feet.
The production services are essentially intangible
benefits, either in themselves or a significant element of a
tangible product, which through some form of exchange
meets identified consumer needs [7]. Quality of service has
been defined as the "overall impression of the consumer"
of a relatively low self-esteem or superiority of
organization and service "and [8]. Quality of service is one
of the most important elements of influence that customer
retention and long-term benefits of organized sports and
value are created for patients and payers when the
organization provides the best clinical results and services
in the safest environment at the lowest cost over time [ 6].
B. Customer Satisfaction
Customer satisfaction is the basis for marketing
concepts, stating that satisfying customer needs is key to
generating customer loyalty. Customer satisfaction
generally means a customer's reaction in the context of the
country of fulfillment, and customer ratings of the country
[6]. Customer satisfaction has been considered a
fundamental determinant in maintaining long-term
customer behavior [7]. Customer satisfaction is seen as a
critical factor of great importance in the process of
building and maintaining relationships in service and
Satisfaction.
Services in health organizations. A study examined the
relationship between patient waiting and satisfaction with
outpatient health services, with waiting times divided into
segments of some patient treatments. As healthcare
organizations increasingly adopt a quality management
philosophy, service quality is being recognized as an
important factor for organizational success [8].
Customer Satisfaction is a complete evaluation of
accumulated purchasing and consumption experiences,
reflecting the comparison between experienced sacrifice
and perceived rewards [9].
Customer satisfaction has been defined as perceived
match between, on the one hand, expectations before
performance and perception of exchange value or
transaction experience, and on the other hand, post
evaluation of performance and value consumption [10].
Customer satisfaction is an important measure of
service quality in healthcare organizations. A study
examined the relationship between patient waiting and
satisfaction with outpatient health services, with waiting
times divided into segments of some patient treatments. As
healthcare organizations increasingly adopt a quality
management philosophy, service quality is being
recognized as an important factor for organizational
success [11].
 TABLE 1. SERVICE QUALITY (PHYSICAL SERVICES)
No Physical Services Expectation Reality
1 Motor vehicle driver GO-JEK feasible wear OK 3 Good 4

2 Completeness of driving attributes such as GO- OK 3 Very Good 5

JEK helmets and jackets
3 Hygiene attribute helmet and GO-JEK jacket used OK 3 Very Good 5
by the driver
4 Hygiene dressed drivers GO-JEK OK 3 Good 4

5 A neat and fragrant GO-JEK driver appearance OK 3 Very Good 5

TABLE 2. SERVICE QUALITY (SERVICE RELIABILITY)

No Reliability of Service Expectation Reality

1 Drive the vehicle well when delivering OK 3 Very Good 5

GO-JEK users
2 GO-JEK drivers drive with the OK 3 Very Good 5
convenience of GO-JEK users
3 GO-JEK drivers comply with OK 3 Very Good 5
traffic regulations
4 GO-JEK drivers comply with OK 3 Very Good 5
traffic regulations
5 GO-JEK drivers are capable of riding OK 3 Very Good 5
or delivering goods with an efficient time

Note :
1 = Very Poor; 2 = Poor; 3 = OK; 4 = Good; 5 = Very Good.

III. METHODOLOGY

A. Go-Jek Motor Survey

This research was conducted in the second semester of
2017-2018 which started from October 2017 until
December 2017. The research was conducted in Malang
area with some point of potential location of GO-JEK
users such as campus, school and office area. Subjects in
this study were students and employees in the area of
Malang who had been using the services of GO-JEK In
connection with this research, the data taken is based on
activities undertaken by the drivers GO-JEK starting from
the delivery process to completion.
B. Go-Jek Motor Questionnaire
The questionnaire contained 33 questions which
consisted of 21 questions about service quality and 12
about the satisfaction felt by consumers. The results of
this Questionnaire were distributed to 30 people
consisting of students, and office area which is a potential
point of service users of GO-JEK.
C. Data Processing of Go-Jek Motor Questionnaire
The processed data is in accordance with the
questionnaire distributed to Go-Jek users in Malang. The
data that exist in the questionnaire there are two parts: the
quality of service and customer satisfaction. The
questionnaires designed by the authors but analysis of the
results of the questionnaire is done after processing the
data first. Data processing is done after the results of the
validity and reliability tests are in accordance with the
provisions. This data processing is used to measure the
value of feasibility
D. Go-Jek Motor results
The results of data processing in the questionnaire are:
• Service quality
In the questionnaire showed that, the quality of
service Go-Jek motor in Malang is very good.
• Customer satisfaction
In the questionnaire showed that the customer is very
satisfied with the service Go-jek motor. This is
supported by many promos provided by the service
providers of Gojek so that the users of Go-jek
services are greatly benefited.
Observations in this study were conducted by
researchers. Observations in this study is indirectly where
researchers seek information testimony service users GO-
JEK. Therefore, the data collection technique used is
observation, then the data collection tool is by using the
questionnaire. Observation sheets or questionnaires in this
study are open, so it can dig accurate data in accordance
with the objectives set in this study. The flows of research
methodology system in Fig. 1.
 TABLE 3. SERVICES QUALITY (RESPONSIVENESS)
No Power Response Expectation Reality
1 GO-JEK drivers are quick to respond to OK 3 Very Good 5
reservations and contact customers immediately

2 OK 3 Very Good 5
Driver fetches GO-JEK users quickly

3 Driver Friendly to GO-JEK users OK 3 Very Good 5

4 Be polite to GO-JEK users and do not differentiate OK 3 Very Good 5

5 Drivers are willing to lend personal funds to buy OK 3 Very Good 5

food orders ordered by the user

TABLE 4. SERVICE QUALITY (GUARANTEE)

No Guarantee Expectation Reality
1 Services that ensure user satisfaction OK 3 Very Good 5
GO-JEK
2 OK 3 Very Good 5
Driver prioritizes GO-JEK service users

3 GO-JEK guarantees the shipment safely OK 3 Very Good 5

and until the destination
4 GO-JEK Company guarantees the risk of accidents OK 3 Very Good 5
of its service users
5 GO-JEK keeps the personal data privacy of GO- OK 3 Very Good 5
JEK service users

Note :
1 = Very Poor; 2 = Poor; 3 = OK; 4 = Good; 5 = Very Good.
IV. RESULT AND DISCUSSION

The Go-Jek survey shows that many Go-Jek users in
Malang are very fond of GO-JEK because the service is
very good. It can be seen from the following tables. The
value index from one to five is obtained from the price in
the GO-JEK application.
In Table 1 hopes of GO-JEK users about the Physical
Services such as Motor Vehicles GO-JEK drivers worthy
of use, Completeness of driving attributes such as helmets
and GO-JEK jackets, Hyper-attribute helmet and GO-JEK
jacket worn by drivers, GO-JEK, and the neat and fragile
appearance of GO-JEK drivers are less suitable for the fact
that the services provided by GO-JEK drivers are
appropriate and very much in line with the GO-JEK users'
wishes. Vehicles used by the drivers are very appropriate
and still good when worn so as not to experience obstacles
when used to deliver passengers. Completeness attributes
of the drivers are also very complete, as the helmet meets
the Indonesian National Standard (SNI) and the drivers
also always use the jacket when driving. The drivers'
clothing is also very clean and their appearance is also very
neat.
In Table 2 GO-JEK users' expectations of service
reliability such as Driving the vehicle well when delivering
GO-JEK users, GO-JEK Drivers drive with the
convenience of GO-JEK users, GO-JEK Driver comply
with traffic regulations, GO-JEK drivers control the roads
and areas that users want to target, and GO-JEK drivers
capable of driving or delivering items that are in less
efficient times are in line with reality when they use GO-
JEK services because of the reliability of the driver is very
much in line with the wishes of GO-JEK users. Drivers are
driving very well while delivering the GO-JEK users and
strongly prioritize the convenience of GO-JEK users. GO-
JEK users' obedience to traffic is very high. They always
adhere to traffic signs, do not break the road, and do not go
all the way and all drivers have a Driving License so they
understand the traffic rules Indonesia. The drivers are in
control of the areas that GO-JEK users want to target and
drivers are also very quick to deliver the goods quickly to
the GO-JEK users ordering the goods. This is an added
value for GO-JEK drivers so that users are very
comfortable when using GO-JEK services.
In Table 3 hope of GO-JEK users about the
responsiveness of GO-JEK drivers such as GO-JEK Driver
quickly respond to reservations and immediately contact
the buyer, Driver fetches GO-JEK users quickly, driver
friendliness towards GO-JEK service users, polite to GO-
JEK users and no discrimination. Drivers willing to lend
personal funds to buy food orders ordered
 TABLE 5. SERVICE QUALITY (EMPHATY)
No Empathy Expectation Reality
1 When it rains GO-JEK drivers are willing to OK 3 Very Good 5
lend raincoats to service users

2 GO-JEK drivers prioritize the security of OK 3 Very Good 5

service users
3 Drivers are able to fulfill what services are OK 3 Very Good 5
requested by service users
4 GO-JEK drivers maintain good relationships OK 3 Very Good 5
with service users
5 GO-JEK drivers are able to create an OK 3 Very Good 5
atmosphere that is not rigid with service users

TABEL 6. SERVICE QUALITY (CREDIBILITY)

No Credibility Expectation Reality
1 Payment of transactions in accordance with OK 3 Very Good 5
predetermined service rates
2 Good delivery service to destination OK 3 Very Good 5

TABEL 7. SERVICE SATISFACTION (THE PERCEIVED COMPETENCE)

No Work Competency Expectation Reality
1 Service users are satisfied with the speed OK 3 Very Good 5
of the GO-JEK driver response to the order

2 OK 3 Very Good 5
Provide easy access to transportation services

3 Delivery service is satisfactory because OK 3 Very Good 5

the goods to the destination with good condition

Note :
1 = Very Poor; 2 = Poor; 3 = OK; 4 = Good; 5 = Very Good.

by the users are less appropriate to the reality when they
use GO-JEK services because the driver's responsiveness
is very much in line with the wishes of GO-JEK users.
GO-JEK drivers are quick to respond to reservations and
contact customer immediately. They are quick to respond
to reservations because when they do not quickly take
reservations then the message will be canceled and they
will lose customers and their revenue and ratings will go
down. The drivers of GO-JEK very quickly pick up the
GO-JEK users because the competition between drivers is
very tight, when they do not quickly pick up GO-JEK
users then reservations will be canceled by GO-JEK users
and GO-JEK users will order other GO-JEK. The drivers'
friendliness towards GO-JEK users is very good because
drivers will get an assessment from GO-JEK users by
giving them how many stars are already in the app, when
they get a good rating from GO-JEK users they will get
bonus but fangs bad then automatically they will not get
the bonus. GO-JEK's service company guarantees the
crash of its service users because it is their responsibility
and GO-JEK also keeps the confidentiality of personal
mobile phone data of its service users. At Table 4 hope of
GO-JEK users about GO-JEK guarantees such as Service
that guarantees user satisfaction GO- JEK, Driver
prioritizes GO-JEK service users, GO-JEK guarantees the
shipment safely and up to destination, GO-JEK Company
guarantees the risk of accidents of its service users, and
GO-JEK maintains the confidentiality of personal mobile
data of GO- JEK service users is less in line with reality
when they use GO-JEK services because GO-JEK
guarantees are very much in line with the wishes of GO-
JEK users. GO-JEK party guarantees the satisfaction of
GO-JEK users by giving maximum service and GO-JEK
party also very guarantee the goods of safe shipment and
to the place of destination. GO-JEK party guarantees the
risk of accident GO-JEK and keep the privacy of personal
data cellular service user GO-JEK very well.
 TABEL 8. SERVICE SATISFACTION (SECURITY)

No Security Expectation Reality

1 The confidentiality of personal cell OK 3 Very Good 5
phone number data is maintained
2 OK 3 Very Good 5
The security of documents sent via GOJEK
services is maintained
3 Comfort and safety are well OK 3 Very Good 5
maintained during service

Note :
1 = Very Poor; 2 = Poor; 3 = OK; 4 = Good; 5 = Very Good.

In Table 5 the GO-JEK users' expectations of empathy
for the GO-JEK drivers are less in line with the reality they
get when they use GO-JEK services because the GO-JEK
driver's empathy is immense for GO-JEK users. They are
willing to help GO-JEK users when GO-JEK users need
their help.
In Table 6 the expectations of GO-JEK users about the
credibility of GO-JEK drivers do not match with the reality
they experience when using the services of GO-JEK
because of the credibility of the drivers is very high,
payment of the transaction in accordance with the
determined fare and fast delivery service until aim.
In Table 7 the expectations of GO-JEK users about
perceived competence are not in line with reality because
in reality, the competence felt by the customers is very
good, they are very satisfied GO-JEK services because it
helps them when they need help.
In Table 8 the expectations of GO-JEK users about
security are not in line with reality because in reality the
security of GO-JEK's service users is guaranteed by the
GO-JEK party so the secrets of the GO-JEK service users
are very safe. Security guaranteed by GO-JEK services
such as Privacy of personal mobile phone number data,
and Security documents sent via Go-JEK services.
After processing the data and analyzing it, you can see
a good user interface to improve a good user experience.
The results of the data in Malang can be different from
other cities in Malang which are very high, this is because
Malang is an educational city and an education city.
V. CONCLUSION
GO-JEK is a developing transportation in the Capital
of Malang. GO-JEK is helping the user community
because it has the advantage of affordable cost and easy
way of booking through mobile applications. GO-JEK
service quality is good enough in the eyes of users.
Although there are still some who feel the less comfortable
use of services depending on each GO-JEK perceived.
Improving the design by doing UI design as
recommendations given to improve UX, it can increase
user interest. Objects used in the research can be used and
extended further to other city in Indonesia.
ACKNOWLEDGMENT
Thanks to Department Information Systems,
Universitas Buana Perjuangan Karawang. Do not forget to
say thank you for research partner from Universitas
Widyagama Malang.
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