INTERNATIONAL JOURNAL OF RESEARCH IN BUSINESS AND SOCIAL SCIENCE 12(5)(2023) 17-29

Research in Business & Social Science

IJRBS VOL 12 NO 5 (2023) ISSN: 2147-4478
Available online at www.ssbfnet.com
Journal homepage: https://www.ssbfnet.com/ojs/index.php/ijrbs

Analysis of the customer’s loyalty of the online transportation service

Gojek
Heni Nastiti (a)* Jenji Gunaedi A (b) Dewi Cahyani Pangestuti (c)
(a,b,c)
Faculty of Economics and Business, University Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia

ARTICLE INFO ABSTRACT

Article history: Gojek has become a widely-known online transportation service in Indonesia, including East Bekasi,
a major city that encompasses one of the biggest population numbers, right behind Jakarta. This results
Received 03 January 2023 in the occurrences of traffic jams and, consecutively, the public’s need for comfortable, fast, and safe
Received in rev. form 11 April 2023 transportation. The purpose of this research is to identify, prove and analyze the loyalty of East Bekasi
Accepted 24 April 2023 Gojek customers. In this paper, the researched variables include a brand image, promotion, service
quality, customer satisfaction and customer loyalty. This research uses a quantitative method, namely
the purposive sampling method, using samples from 96 respondents. The data used are gathered from
Keywords: the questionnaire spread, and data analysis is done using SmartPLS 3.0. The result of this research
finds that for the direct influence of brand image, promotion, and service quality on customer loyalty,
Brand Image, Promotion, Service
all variables show positive and significant effects, with brand awareness showing an influence degree
Quality, Customer Satisfaction, and of 0,350, promotion with 0,364, and service quality with 0,289. As for the indirect influence of brand
Loyalty image, promotion, and service quality towards customer loyalty, brand awareness shows positive and
significant effects on the degree of 0,319 while on the other hand, promotion, and service quality show
JEL Classification: positive yet insignificant effects with promotion being on the degree of 0,222 and service quality on
E41, L4 0,179. As for the indirect influence, the influence towards loyalty through customer satisfaction shows
positive and significant effects with brand image on the degree of 0,098, promotion on 0,102, and
service quality on 0,081. Meanwhile, the direct joint contribution of brand image, promotion, and
service quality for customer satisfaction shows a degree of 81,70%, and indirectly it shows a degree
of 82,40%, while the rest of the figure is caused by other factors not included within the model of this
research.

© 2023 by the authors. Licensee SSBFNET, Istanbul, Turkey. This article is an open access article
distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license
(http://creativecommons.org/licenses/by/4.0/).

Introduction
With the development of Indonesia’s economic degree in this era, transportation means are amongst the much-needed commodities,
owing to their capability of fulfilling demands and increasing work effectivities (Kusuma & Marlena, 2021). This is due to the fact
that transportations are believed to hold significant roles as a crucial contributor to the national economy, specifically for the case of
land transportations, considering that the developments for this sector will give multiplier effect for many other sectors, which in
turn will result in the development of national economy (Marves, 2020). This fact brings transportation as a tool or means used for
people or goods produced by certain activities in certain regions.

Occurring alongside the population and traffic growth in Bekasi are various problems, one of which are the traffic jams. Traffic jams
occur in Bekasi as the consequence of it being an industrial city with governmental center, trading center, market center and education
center established within, hence the highly frequent occurrences of traffic jams in Bekasi. This is due to the fact that Bekasi is the
city which owns the biggest population number with high mobility, which results in the need of fast, comfortable and safe means of
transportations. To solve the problems of traffic jams, many transportation companies, be it big or small, must be capable of fulfilling
their customers’ needs through better and more innovative services (Tjandra, 2019).

* Corresponding author. ORCID ID: 0000-00001-5608-2912

© 2023 by the authors. Hosting by SSBFNET. Peer review under responsibility of Center for Strategic Studies in Business and Finance.
https://doi.org/10.20525/ijrbs.v12i5.2570
 Nastiti et al., International Journal of Research in Business & Social Science 12(5) (2023), 17-29

Nearly everyone in the public knows of the online transportation Gojek. Gojek was first established in 2010 and nowadays it's being
rivaled by competitors of the same service type such as Grab. The Gojek app has been downloaded from the Playstore by over than
100 million users, with rating star of 4,4. Grab on the other hand, only has a rating star of 4,3. This fact is further supported by the
result data of Top Brand which shows the change between the years 2018-2020. Shown below are the Top Brand datas for online
transportation service between the years 2018-2020.

Figure 1: Online Transportation Service Top Brand; Source: Top Brand (2021)
According to the graphics shown above in figüre 1, it is shown that in 2018 Gojek is positioned with a percentage of 44,9%. This
number is smaller compared to Grab which gained a percentage of 48,0%. However, from 2019 to 2020, Gojek experienced an
increase in its percentage to 44,6% in 2019 and 47,3% in 2020, returning them back to the position of online transportation market
leader untill today. The awarding of Top Brand position for online transportations is not unrelated to the influence of the customers
or application users of online transportation services. This is due to the fact that customer satisfaction is a feeling that emerges from
an expectation-fulfilling performance done by a company, resulting in the customers feeling satisfied. Therefore, an increase in
performance means customers satisfaction will also increase, thanks to the company being able to fulfill their expectations.
Among other companies, today's Gojek encompasses the most service product variations. This includes GoRide and GoCar which
provide passenger pick ups and drive untill destinations, and GoFood which provides food shopping service and delivery, are some
of the services offered by the company. This amount of service variations are dedicated for customer satisfaction. This fact causes
Gojek to become the largest technology platform in Southeast Asia, for providing services for millions of online transportation users.
Right now, Gojek's transportation service features include GoRide, GoBluebird, GoSend, and GoBox. Services for food, shopping,
and payments include GoFood, GoMed, GoPay, GoTagihan, PayLater, GoSure, and GoInvestasi. Meanwhile, for business services
option they have GoBiz, and news and entertainment with GoPlay and GoTix. Shown in the graphics below are the frequently used
Gojek services in 2021:

Figure 2: Data of Frequently Used Gojek Application Services in 2021; Source: Databoks (2021)

With those services, Gojek can easily retain their current customers whilst gaining new customers while keeping up their innovations
to satisfy their customers. This statement goes in line with the statement "Brand image has effects on customer satisfaction” (Kusuma
& Marlena, 2021). Kusuma & Marlena (2021)’s statement holds the meaning that customer satisfaction is strongly tied to the brand
image. However, it is not only brand image that has ties with customers satisfaction, but also other factors such as promotions. In
the context of sales, promotion refers to an activity of promotional mix. This statement is in accordance to the statement "sales
promotion affects customer satisfaction in a positive and significant way" (Septiani, 2020). The quality degree of service is also
affected by the satisfaction provided to customers. To balance out customers' expectations, companies put their effort on providing
services accordingly to consumers' demands and wants, along with the rightness of those efforts (Tjiptono & Chandra, 2017a).

The existence of customer satisfaction results in customer loyalty, this statement is accordant to research done by Budiasih (2020)
who stated that achieving customer loyalty through customer satisfaction has it's positive effects. Basing on the backgrounds written
above, alongside precedent researches on online transportations which have been found to not give the maximum results, from the
lateness of customer pick up time which differs from the estimated pickup time, drivers who deliberately cancel orders, driver's
profile which differ from the one shown within the application, and drivers' unpleasant attitude given to their passengers become

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comparison materials against other online transportation services. Thus, the authors of this paper caught interest in choosing the title
“Analysis of the Customers” Loyalty of the Online Transportation Service ‘Gojek’.

Literature Review
Theoretical and Conceptual Background
Customer Loyalty

Customer Loyalty is one of the benefits of the realizations of customer satisfaction, which is achieved from their trust and fondness
of the services given to them by a company (Kasmir, 2017 p. 238). Customer Loyalty also turns into customer commitment towards
a product or service which is reflected from their very positive attitude and behaviors, which in turn results in repeat purchases done
consistently by said customers’ for a long period of time (Tjiptono & Chandra, 2017). Customer Loyalty refers to customers’
commitment towards certain brands based on a very positive behavior, which is reflected in consistent repeat purchases (Tjiptono &
Diana, 2019).

Customer Satisfaction
Customer Satisfaction refers to the expectations or feelings a person has towards a product or service which they have purchased.
This shows that customers’ expectations go accordingly with the reality. Customer satisfaction is also determined by their
expectations towards this said reality (Kasmir, 2017 p. 236). Meanwhile according to Kotler & Armstrong (2018 p. 39) customer
satisfaction is defined as how the product or service performance that are experienced can fulfill expectations. A customer may feel
dissatisfied when a product or service that are produced do not meet their expectations. On the contrary, if the performance is able to
surpass customers’ expectations, they will feel happy.

Brand Image

Brand Image is defined as the perception towards an object related to a company and product, whose purpose is to give out
information from various sources at any time. Brand image is tied to the behavior and trust of a brand to establish a positive brand
image for the customers, persuading them into making purchases (Firmansyah, 2019 p. 156). Brand Image is the response customers’
have towards a brand which reflects their ideas. When a customer remembers certain brands, what will come up in their mind is the
brand’s image in the form of ideas and visuals of that brand (Kotler & Keller, 2017).

Promotion
Promotion is every activities that are done to tell and communicate a product’s strengths and to attract interests from customers or
the target market to make a purchase (Kotler & Keller, 2017 p. 47). Promotion mix is done as a tool for communication between a
company and customers or prospective customers. Promotion mix is a company’s unique combination which consists of advertising,
promotion, public relations, direct sales, and direct instruments for marketing and how to give customers value by establishing
customers relationship to achieve goals and provide informations which will result in customers making purchases (Kotler &
Armstrong, 2018 p. 429).

Service Quality
Service quality refers to the situation which involve products, services, human resources, procedures and environment in order to
fulfill the expectations of a person or customer (Tjiptono & Chandra, 2017 p. 115). Service quality is defined as an action taken by
an individual or a company in order to provide satisfaction for a person or customer (Kasmir, 2017 p. 47). Meanwhile according to
Rangkuti (2017 p. 317), service quality is defined as the existence of a strong relationship towards customer satisfaction. Quality
provides for customers in a long term, as a result a company will come to understanding with the customers’ wishes and wanted
needs.

Empirical Review and Hypothesis Development

The Effect of Brand Image on Customer Satisfaction

Brand image affects customer satisfaction. This statement is supported by Wijaya Kusuma and Novi Marlena in 2021, who argue
that "brand image has a significant positive impact on customer satisfaction (Kusuma & Marlena, 2021). Meanwhile, according to
Prasetya & Patrikha (2020) which states that brand image has a positive and negative effect on customer satisfaction. significant
impact on customer satisfaction. This statement is also in line with the opinion of Firmansyah (2019 p.159) which says "a positive
image is formed from customer satisfaction with product brands produced by the company. From the several statements above, it
means that brand image will affect customer satisfaction.
H1: Brand image has an effect on customer satisfaction with Gojek online transportation.

The Effect of Promotion on Customer Satisfaction

Promotion is a marketing strategy in a company to promote a product or service in the form of goods or services. This statement is
in line with "sales promotions have a positive effect on customer satisfaction" (Septiani, 2020). Another statement according to

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Prasetya & Patrikha (2020) also states that "promotions have a positive and significant influence on customer satisfaction. This is
supported by a book written by Tjiptono in 2017 which states that customer satisfaction is related to promotions. This is because
promotion is a type of marketing communication that aims to convey information about a product or service, carried out by companies
to influence customer satisfaction with a product (Tjiptono, 2017). From some of the statements above, it means that the more often
the company carries out attractive promotions in the form of services and products, it can affect customer satisfaction.
H2: Promotion affects Gojek online transportation customer satisfaction.

The Effect of Service Quality on Customer Satisfaction

Service quality has an influence on customer satisfaction. This statement is in line with research by Galang et al (2018) the results
obtained indicate that service quality has a significant positive effect on customer satisfaction variables. This statement is supported
by the statement "service quality has a significant positive effect on customer satisfaction" (Kusuma & Marlena, 2021). Another
statement according to Risa Septiani stated that "e-service quality has a positive effect on customer satisfaction" (Septiani, 2020).
From several previous statements, it is explained that the company's ability to provide quality service will have an impact on customer
satisfaction.

H3: Service quality has an effect on customer satisfaction for Gojek online transportation.

The Effect of Brand Image on Loyalty Through Consumer Satisfaction

According to Herison and Meilana in Rizky (2016), the higher the brand image in accordance with consumer expectations, the higher
the level of consumer loyalty to a brand. A good brand image, then consumers will have positive assumptions about the brand of the
products offered, with positive assumptions owned by these consumers will increase consumer satisfaction. The previous research
that supports the influence of brand image on loyalty through consumer satisfaction has been studied by Rizky (2016), Pramudyo
(2016), and Aprileny (2018).
H4: Brand image has an effect on customer loyalty for Gojek online transportation.

The Effect of Promotion on Loyalty Through Consumer Satisfaction

According to Novianti et al (2016), promotion is a form of marketing communication communication, namely marketing activities
that seek to disseminate information, influence, persuade and or remind the target market of the company and its products so that
consumers are willing to accept, buy and be loyal to the products offered by the company (Tjiptono, 2011). Based on research results,
promotion has a positive and significant indirect effect on customer loyalty through customer satisfaction. The previous research that
supports the effect of promotion on loyalty through consumer satisfaction has been studied by Sari (2021), Rea et al (2018), Aloysius
et al, (2022), Wulandari et al (2016).
H5: Promotion affects Gojek Online Transportation customer loyalty.

The Effect of Service Quality on Loyalty

The impact of service quality can be seen when customers have confidence in the privacy and security of their data in their
applications. In addition, the quality of service provided by this application is very convenient, so that customers can see when trying
to use the BSI Mobile application and do not complain because the application often crashes or stops suddenly. Services related to
quality will lead to loyal consumers. A study by Awaliyah (2021) found that it has a significant impact on the loyalty or repurchase
intention of BSI customers who use BSI Mobile.
H6: Service quality affects customer loyalty satisfaction Gojek Online Transportation.

The Influence of Consumer Satisfaction on Customer Loyalty

"Consumer satisfaction is defined by Indrasari (2019, p. 87) which states that consumer satisfaction is the level of a person's feelings
after comparing the level of product performance he feels with his expectations". In line with research by Rajab & Nora (2021),
Kasturi et al., (2019), Nauly & Saryadi (2021), Ahsan & Lukmandono (2021), Anggraini & Budiarti (2020), Hongdiyanto & Liemena
(2021), Mahsyar & Surapati (2020), and Arinda (2018) it is known that there is a positive and significant influence between consumer
satisfaction and consumer loyalty.

H7: Customer satisfaction has an effect on customer loyalty for Gojek Online Transportation.

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Brand Image

Customer
Promotion Customer
Loyality
Satisfaction

Service
Quality

Figure 3: Empirical Research Model

Research and Methodology

This research was conducted on the users or customers of Gojek domiciled in East Bekasi. The Questionnaire is spread online through
google form for 100 respondents, which consist of users of online transportation service Gojek in East Bekasi from the year 2018 to
2021. Analysis for this research uses the tests of validity, reliability, and hypothesis test which are processed using the software
SmartPLS3.0, in which there are two types of models: the measuring model or outer model (Validity test, reliability test) and
structural model or inner model (R-Square test and Q-Square test), in order to measure the extents of the effects between the variables.

Figure 4: Outer Model; Source: SmartPLS 3.0 Processing Result

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The picture above shows each instrument on the variable indicators for the brand image, promotion, service quality, customer
satisfaction and customer loyalty, on the note that the loading factor value is at >0.5 which indicates the fulfillment of the necessary
requirements to be considered valid, this shows that the instrument used in this research is able to measure the measured construct.

Findings and Discussions

Findings
Convergent Validity

The Convergent Validity uses the parameter of outer loading factor from the output result which has been processed through the
SmartPLS 3.0 software. The outer loading in this research consists of.
Table 1: Research Outer Loading Factor Results

Brand Image Promotion Service Quality (X3) Customer Satisfaction Customer Loyalty
(X1) (X2) (Y) (Z)
CM1 0.774
CM2 0.755
CM3 0.562
CM4 0.739
CM5 0.663
CM6 0.777
P1 0.705
P2 0.649
P3 0.748
P4 0.720
P5 0.691
P6 0.798
P7 0.658
P8 0.831
KL1 0.727
KL2 0.690
KL3 0.737
KL4 0.789
KL5 0.729
KL6 0.755
KP1 0.755
KP2 0.692
KP3 0.746
KP4 0.747
KP5 0.731
KP6 0.748
KP7 0.722
KP8 0.745
LP1 0.807
LP2 0.720
LP3 0.731
LP4 0.732
LP5 0.828
LP6 0.829
Source: SmartPLS 3.0 Processing Result
Based on the output result gained from SmartPLS, it is revealed that the measured indicators encompass high values, with the loading
factor value shown to be <0.5, which means this criterion assumes that the structure indication can be defined properly for every
factor analysis. From the data shown, it can be concluded that the research indicators have fulfilled the requirements for validity test
from the convergent validity analysis which means the data processed are valid.

Discriminant Validity
The Discriminant Validity analysis is evaluated using the Average Varience Extracted (AVE) value which is required to be at over
than 0,50 for each statement within the existing indicators. This measurement serves the purpose to determine and state that the
variables used in the research are valid.

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Table 2: AVE Value Results

Average Variance Extracted (AVE)

Customer Loyalty (Z) 0.602
Customer Satisfaction (Y) 0.542
Brand Image (X1) 0.512
Promotion (X2) 0.529
Service Quality (X3) 0.545
Source: SmartPLS 3.0 Processing Result
Based on the value of Average Variance Extracted (AVE) which is used to analyze discriminant validity, with the AVE for the
customer loyalty variable valued at 0.602, customer satisfaction variable valued at 0.542, brand image at 0.512, promotion at 0.529,
and service quality at 0.545, from which it is found that those values have surpassed the requisite AVE value of >0,5, thus meaning
the variable indicators for service quality, customer satisfaction and customer loyalty are valid.

Reliability Test
Through SmartPLS3.0, measuring reliability is done using a method which uses indicator values gained from the Composite
Reliability and Cronbach’s Alpha

Table 3: Composite Reliability Result

Composite Reliability
Customer Loyalty (Z) 0.867
Customer Satisfaction (Y) 0.879
Brand Image (X1) 0.807
Promotion (X2) 0.872
Service Quality (X3) 0.833
Source: SmartPLS 3.0 Processing Result

Based on the results in the table 16 above, it is shown that composite reliability of the customer loyalty variable is valued at 0.867,
customer satisfaction at 0.879, brand image at 0.807, promotion at 0.872 and service quality at 0.833. These values surpass the lower
limit or the requirements for a data to be considered reliable, which in terms of composite reliability is ought to be over than the value
of 0.70, meanings the indicators for each research variables measured are reliable.
Table 4: Cronbach's Alpha Result

Cronbach Alpha
Customer Loyalty (Z) 0.901
Customer Satisfaction (Y) 0.904
Brand Image (X1) 0.862
Promotion (X2) 0.899
Service Quality (X3) 0.878
Source: SmartPLS 3.0 Processing Result

From the data provided above, it is found that the value of Cronbach alpha for each variable, namely the customer loyalty variable,
which is valued at 0.901, customer satisfaction which is valued at 0.904, brand image at 0.862, promotion at 0.899 and service quality
at 0.878, have all fulfilled the requirement for the Cronbach Alpha value, which is valued at > 0.7. This denotes that the indicator for
every variable measured in this research are plenty reliable.

Structural Model (Inner Model)

The next step to be taken after conducting tests on the outer model after the data have been determined to be valid and reliable are
the structural model tests which are conducted through the evaluation of R-Square tests, Q-Square tests and the statistical T test.

R-Square test
Table 5: R-Square and Adjusted R Square Result Value

R Square R Square Adjusted

Customer Satisfaction (Y) 0.823 0.817
Customer Loyalty (Z) 0.832 0.824
Source: SmartPLS 3.0 Processing Result

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By the data processing result in the R-Square values as shown in Table 18 above, it is found that the R-Square for the customer
satisfaction variable is valued at 0.817 which implies that the effects of the brand image, promotion and service quality variables
affect the customer satisfaction variable as much as 81.70%, while the remaining 18.30% is affected by other variables.

Meanwhile for the adjusted R-Square of the customer loyalty variable is valued at 0.824 or 82.40%, affected indirectly through the
customer satisfaction variable, while the remaining 17.60% is affected by other variables. It can be concluded that the R-Square value
shown on the table have fulfilled the R-Square value requirements for the strong structural model category which is over than 0.70,
indicating that there is a substantive relation effect between all variables.
Q-Square Test

The Q-Square test serves the purpose to identify predictive relevance within the structural model, or to estimate the appropriateness
of the value observation obtained from the model, alongside the estimation of it’s size. Q² consists of a value number of between Q²
> 0, in which the Q-Square that is close to 1 would mean the model used is appropriate.

Table 6: Q-Square Value Result

SSO SSE Q² (=1-SSE/SSO)

Customer Satisfaction (Y) 768.000 440.948 0.426
Customer Loyalty (Z) 576.000 298.749 0.481
Brand Image (X1) 576.000 576.000
Promotion (X2) 768.000 768.000
Service Quality (X3) 576.000 576.000
Source: SmartPLS 3.0 Processing Result

The data processing results in the Q-Square values as shown in table 19 above, in which it is shown that the Q² for the customer
satisfaction variable is valued at 0.426, as for the customer loyalty variable, it is valued at 0.481, from which it can be concluded that
the model used is appropriate or in other words, of a good quality, due to it’s fulfilment of the Q² requirements for an appropriate
value which is in the range of Q² > 0 or close to 1. In other words, it can be inferred that the model used has the predictive relevance
or the appropriate observation value and a high quality parameter estimation.

Hypothesis Test

Based on the output gained from the SmartPLS 3.0 software, it is shown that the influence coefficient value is used to measure to
what extent do the variables affect each other, alongside the t-table and p-value which are used to determine the significance value
for the variables brand image (X1), promotion (X2), service quality (X3), customer satisfaction (Y) and customer loyalty (Z).
The value of t-table is determined through a significance degree of 0,05, in which the degree of freedom (df) = sample amount –
variable amount. After the calculations are completed, it is found that the t-table is valued at 1,986 which is gained from the formula
df = 96 – 5 = 91, which then is compared by the significance degree of 0,05 or 5%. At last, the statistical t-test produced the results
as shown below:

Table 7: Results of Original Sample Value, T-statistics and P Value

Original Sample tStatistics P Values
(O) (|O/STDEV|)
Brand Image (X1) -> Customer Satisfaction (Y) 0.350 4.851 0.000
Promotion (X2) -> Customer Satisfaction (Y) 0.364 3.612 0.000
Service Quality (X3) -> Customer Satisfaction (Y) 0.289 3.891 0.000
Brand Image (X1) -> Customer Loyalty (Z) 0.319 3.752 0.000
Promotion (X2) -> Customer Loyalty (Z) 0.222 1.581 0.114
Service Quality (X3) -> Customer Loyalty (Z) 0.179 1.631 0.104
Customer Satisfaction (Y) -> Customer Loyalty (Z) 0.281 2.215 0.027
Brand Image (X1) -> Customer Satisfaction (Y) -> Customer 0.098 0.100 0.055
Loyalty (Z)
Promotion (X2) -> Customer Satisfaction (Y) -> Customer Loyalty 0.102 0.102 0.055
(Z)
Service Quality (X3) -> Customer Satisfaction (Y) -> Customer 0.081 0.081 0.044
Loyalty (Z)

Source: SmartPLS 3.0 Processing Result

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Based on Table 20 above, the t-statistics and P Value results are shown on the Original Sample (O) column, from which it can be
concluded that the test conducted on the brand image variable against the customer satisfaction variable shows a positive and
significant effect with a value of 0,350. As proven by the t-test, it is found that the test result shows a t-statistics value of 4.851 > t-
table 1,986 and the P value being valued at 0.000 < 0,05 which denotes that brand image significantly affects customers’ satisfaction.
The testing conducted on the promotion variable against the customer satisfaction variable shows a positive effect with a value of
0.364. From the t-test, it is found that the test result shows a t-statistics value of 3.612 > t-table 1,986 with a significance value of
0.000 < 0,05, which indicates that promotion significantly affects customers’ satisfaction.

The testing conducted on the service quality variable against the customer satisfaction variable shows a positive effect with a value
of 0.289. As for the t-test, it is found that the test result shows a t-statistics value of 3.891 > t-table 1,986 with a P value at 0.000 <
0,05, indicating that the service quality significantly affects customers’ satisfaction.

The testing conducted on the brand image variable against the customers’ loyalty variable shows a positive effect with a value of
0.319 or 31.0%. From the t-test, it is found that the test result shows a t-statistics value of 3.752 > t-table 1,986 with a P value of
0.000 < 0,05, denoting that the brand image significantly affects customers’ loyalty.

The testing conducted on the promotion variable against the customer loyalty variable shows a positive effect with a value of 0.222.
As for the t-test, it is found that the test result shows a t-statistics value of 1.581 < t-table 1,986 with a P value of 0.114 > 0.05, which
indicates that promotion does not affect customers’ loyalty in a significant way.

The testing conducted on the service quality variable against the customers’ loyalty variable shows a positive effect with a value of
0.179. From the t-test, it is found that the test result shows a t-statistics value of 1.631 < t-table 1,986 with a P value of 0.104 > 0,05,
which denotes that the service quality does not affect customers’ loyalty in a significant way.
The testing conducted on the customers’ satisfaction variable against the customer loyalty variable shows a positive effect with a
value of 0.281. As for the t-test, it is found that the test result shows a t-statistics value of 2.215 > t-table 1,986 with a P value of
0.027 < 0,05, indicating that customer satisfaction significantly affects customers’ loyalty.
The testing conducted on the brand image variable against the customer loyalty variable through customers satisfaction shows a
positive effect with a value of 0.098. From the t-test, it is found that the test result shows a t-statistics value of 0.100 < t-table 1,986
with a P value of 0,055 > 0,05, denoting that the brand image does not give significant indirect effect to customers’ loyalty through
customers’ satisfaction.

The testing conducted on the promotion variable against the customer loyalty variable through customer satisfaction shows a positive
effect valued at 0.102 or 10.2%. As for the t-test, it is found that the test result shows a t-statistics value of 0.102 < t-table 1,986 with
a P value of 0.055 > 0,05, which indicates that promotion does not give significant indirect effect to customers’ loyalty through
customers’ satisfaction.

The testing conducted on the service quality variable against the customer loyalty variable through customer satisfaction shows a
positive effect valued at 0.081. From the t-test result, it is shown that the t-statistics is valued at 0.081 < t-table 1,986 with a P value
of 0.044 > 0,05, which indicates that the service quality does not give significant indirect effect to customer loyalty through
customers’ satisfaction.

Discussion
From the output produced by SmartPLS in this research, the effects between the variables brand image, promotion, service quality,
customer satisfaction and customer loyalty can be inferred as below:
Brand Image’s Influence on Customers’ Satisfaction

The result of the hypothesis test done on SmartPLS shows the existence of positive and significant direct effect in which H1 is
accepted and H0 is rejected, this is proven by the influence coefficient value which is valued at 0,350. This indicates that the more
Gojek’s brand image increase, the higher the satisfaction experienced by their customers when using the online transportation service
Gojek.
The result of the research conducted implies that the brand image is an establishing factor of Gojek’s customers’ satisfaction, which
can also mean that the brand image indicator is able to influence customers’ satisfaction, this include how the brand is known, how
the brand is differentiated, and how the brand can easily be remembered. Based on the result of this research, it is found that if the
indicators encompassed by the brand image are implemented properly, customers’ satisfaction will increase. On the contrary, if the
brand image indicators are not implemented properly, customers’ satisfaction will decrease. The result of this research goes in line
with precedent researches, such as one conducted by Adirinekso (2017) who stated that the brand image significantly affects
customers’ satisfaction, and the research conducted by (Kusuma & Marlena, 2021) which stated that the brand image holds influence
on customers’ satisfaction, making those statements in line with the established hypothesis.

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Promotion’s Influence on Customers’ Satisfaction

The result of the hypothesis test done on SmartPLS shows the existence of positive and significant direct effect in which H2 is
accepted and H0 is rejected, which is proven by the influence coefficient value which is valued at 0.364. This indicates that the more
promotions conducted by Gojek, the more the customers’ satisfaction in using online transportation service Gojek will increase.

The result of the research conducted shows that promotion has become a factor in achieving Gojek Customer satisfaction, it can also
be inferred that the promotion indicator is capable of influencing customers' satisfaction, example given, promotions through social
media, giving out cashbacks or discounts, promotions within the Gojek application itself, and the range of said promotions themselves
hold a huge contribution in influencing customers' satisfaction. Based on the result of this research, it is found that in the instance
that these promotions indicators are implemented properly, it will result in the increase of customer satisfaction. On the contrary
however, if the promotions indicators are not implemented properly, customers' satisfaction will decrease.
The result of this research goes in line with the precedent research conducted by Kurniawan & Hildayanti (2019) which stated that
promotion significantly affects customers' satisfaction, thus fitting the statement onto the established hypothesis. And also the
research conducted by Prasetya & Patrikha (2020) which stated that promotion affects the satisfaction of customers.

Service Quality’s Influence on Customers’ Satisfaction

The result of the hypothesis test done on SmartPLS shows a positive and significant direct effect given to customers’ satisfaction by
service quality, in which H3 is accepted and H0 is rejected. This is proven by the influence coefficient value which is valued at 0.289,
which means the higher the service quality given by Gojek, the more the customers’ satisfaction in using online transportation service
Gojek will increase.
From the research conducted it is implied that service quality is a factor in achieving Gojek’s customers’ satisfaction, this also means
that the service quality indicator is capable of influencing the customers’ satisfaction, this includes fast service to customers, the
completeness of service variations and giving out a sense of safety to the customers. Based on the results of this test, it is found that
in the case that the service quality indicators are implemented properly, the satisfaction of customers will increase. But on the
opposite, if the service quality indicators are not implemented properly, customers’ satisfaction will decrease.
The result of this research goes in line with precedent research conducted by Galang et al., (2018), in which it is stated that Gojek’s
service quality significantly affects their customers’ satisfaction. Furthermore, it also goes in line with the research done by Adam et
al., (2020) which stated that service quality holds a significant influence on customer satisfaction.

Brand Image’s Influence on Customers’ Loyalty

The result of the hypothesis test conducted with SmartPLS shows a positive and significant direct effect from brand image onto
customers’ loyalty, in which H4 is accepted and H0 is rejected. This is proven by the influence coefficient value which is valued at
0.319. This means that the higher the service quality given by Gojek, the more the customers’ loyalty from using online transportation
service Gojek will increase.

From the research conducted, it is implied that brand image has become a factor in achieving Gojek’s customer loyalty, inferring that
the brand image indicator is capable of influencing the customers’ loyalty, this includes how the brand is known, how the brand is
differentiated, and how the brand can easily be remembered. Based on the results of this test, it is found that in the case that the brand
image indicators are implemented properly, the loyalty of customers will increase. But on the opposite, if the brand image indicators
are not implemented properly, customers’ loyalty will decrease.

The result of this research goes in line with precedent research conducted by Budiasih (2020), in which it is stated that the brand
image significantly affects the customers’ loyalty, making the statement go in line with the suspected hypothesis.
Promotion’s Influence on Customers’ Loyalty

The result of the hypothesis test conducted with SmartPLS shows that promotion does not give significant direct influence on
customers’ loyalty, in which H0 is accepted while H5 is rejected, which is proven by the influence coefficient value of 0.222. This
means that in the case that Gojek increases it’s promotion, it wouldn’t guarantee a significant increase in customers’ loyalty in using
online transportation service Gojek.
The research conducted shows that promotion could be a factor in establishing loyalty among Gojek customers. This can also mean
that the promotions indicators are capable of influencing customers loyalty. This includes promotions through social media, giving
out cashbacks or discounts, promotion through the Gojek application itself and the range of the promotion, which holds huge
contribution in influencing customers’ loyalty. Based on the results of this test, if the promotion indicators are implemented properly,
customers’ loyalty can increase, while if the promotions indicators are not implemented properly, customers’ loyalty could decrease.
Service Quality’s Influence on Customers’ Loyalty
The result of the hypothesis test conducted with SmartPLS shows that service quality does not give significant direct influence on
customers’ loyalty, in which H0 is accepted while H6 is rejected, which is proven by the influence coefficient value of 0.179. This

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means that in the case that Gojek increases it’s service quality, it wouldn’t guarantee a significant increase in customers’ loyalty in
using online transportation service Gojek.
The research conducted shows that service quality could be a factor in establishing loyalty among Gojek customers. This can also
mean that the indicators for service quality are capable of influencing customers loyalty, this includes fast service to customers, the
completeness of service variations and giving out a sense of safety to the customers. Based on the results of this test, if the indicators
for service quality are implemented properly, customers’ loyalty can increase, while if the service quality indicators are not
implemented properly, customers’ loyalty could decrease.
Customers’ Satisfaction’s Influence on Customers’ Loyalty

The result of the hypothesis test conducted with SmartPLS shows a positive and significant direct effect given by customers’
satisfaction to customers’ loyalty, in which H7 is accepted and H0 is rejected which is proven by the influence coefficient value of
0.281. This means that in the case that Gojek gains an increase in customers’ satisfaction, customers’ loyalty in using online
transportation service Gojek will also increase.
The research conducted shows that customers’ satisfaction has become a factor in establishing loyalty among Gojek customers. This
can also mean that the indicators for customers’ satisfaction are capable of influencing customers loyalty, this includes the met
expectations, interest in using the service again, commitment to the service and the willingness to recommend the service to others.
Based on the results of this test, if the indicators for customers’ satisfaction are implemented properly, customers’ loyalty can
increase, while on the contrary, if the customers’ satisfaction indicators are not implemented properly, customers’ loyalty could
decrease.
Brand Image’s Influence on Customers’ loyalty through Customers’ Satisfaction

The result of the hypothesis test conducted with SmartPLS shows that brand image does not give significant indirect influence on
customers’ loyalty through customers’ satisfaction, in which H0 is accepted while H8 is rejected, which is proven by the influence
coefficient value of 0.098. This means that in the case that Gojek increases it’s brand image, it would increase the customers’
satisfaction, which would in turn give an increase in customers’ loyalty in using online transportation service Gojek.
The result of the test conducted indicates that the brand image has become a factor in establishing Gojek’s customers’ loyalty through
customers’ satisfaction, which also means that the indicators for brand image are capable of influencing customers’ loyalty through
customers’ satisfaction, this includes how the brand is known, how the brand is differentiated, and how the brand can easily be
remembered. Based on the results of this test, it is found that in the case that the indicators for brand image are implemented properly,
customers will feel satisfied and customers’ loyalty will increase. On the contrary, if the indicators for brand image are not
implemented properly, customers will feel dissatisfied and their loyalty will decrease.

Promotion’s Influence on Customers’ loyalty through Customers’ Satisfaction

The result of the hypothesis test conducted with SmartPLS shows that promotion does not give significant indirect influence on
customers’ loyalty through customers’ satisfaction, in which H0 is accepted while H9 is rejected, which is proven by the influence
coefficient value of 0.102. This means that in the case that Gojek increases it’s promotions, it would increase the customers’
satisfaction, which would in turn achieve customers’ loyalty in using online transportation service Gojek.

The result of the test conducted indicates that promotion has become a factor in establishing Gojek’s customers’ loyalty through
customers’ satisfaction, which also means that the indicators for promotions are capable of influencing customers’ loyalty through
customers’ satisfaction, this includes promotions through social media, giving out cashbacks or discounts, promotion through the
Gojek application itself and the range of the promotion, which holds huge contribution in influencing customers’ loyalty. Based on
the results of this test, it is found that in the case that the indicators for promotion are implemented properly, customers will feel
satisfied and customers’ loyalty will increase. On the contrary, if the indicators for promotions are not implemented properly,
customers will feel dissatisfied and their loyalty will decrease.

Service Quality’s Influence on Customers’ loyalty through Customers’ Satisfaction

The result of the hypothesis test conducted with SmartPLS shows that service quality does not give significant indirect influence on
customers’ loyalty through customers’ satisfaction, in which H0 is accepted while H10 is rejected, which is proven by the influence
coefficient value of 0.081. This means that in the case that Gojek improves its service quality, it would increase the customers’
satisfaction, which would in turn achieve customers’ loyalty in using online transportation service Gojek

The result of the test conducted indicates that service quality has become a factor in establishing Gojek’s customers’ loyalty through
customers’ satisfaction, which also means that the indicators for service quality are capable of influencing customers’ loyalty through
customers’ satisfaction, this includes fast service to customers, the completeness of service variations and giving out a sense of safety
to the customers. Based on the results of this test, it is found that in the case that the indicators for service quality are implemented
properly, customers will feel satisfied and customers’ loyalty will increase. On the contrary, if the indicators for service quality are
not implemented properly, customers will feel dissatisfied and their loyalty will decrease.

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Conclusions
Brand image positively and significantly affects customer’s satisfaction. The better Gojek’s brand image is, the more customer’s
satisfaction in using Gojek’s online transportation service will increase. Promotion positively and significantly affects customer’s
satisfaction. The better Gojek’s promotions are, the more customer’s satisfaction in using Gojek’s online transportation service will
increase.

Furthermore, service quality positively and significantly affects customer’s satisfaction. The better Gojek’s service quality is, the
more customer’s satisfaction in using Gojek’s online transportation service will increase. Moreover, brand image positively and
significantly affects customer’s loyalty. The better Gojek’s brand image are, the more customer’s satisfaction in using Gojek’s online
transportation service will increase.

Finally, promotion gives positive yet insignificant effects to customer’s loyalty. Service quality gives positive yet insignificant effects
to customer’s loyalty. Customer satisfaction gives positive and significant effects to customer’s loyalty. This means that the
satisfaction gained by the customers themselves could affect Gojek’s customer’s loyalty. Brand image gives positive yet insignificant
indirect effects to customer’s loyalty through customer’s satisfaction. Promotion gives positive yet insignificant indirect effects to
customer’s loyalty through customer’s satisfaction. Service quality gives positive yet insignificant indirect effects to customer’s
loyalty through customer’s satisfaction
Acknowledgments

Thank you to UPN Veteran Jakarta, especially to the Rector of UPN Veteran Jakarta, Prof. Dr. Erna Hernawati, Ak, CPMA., CA and
Head of LPPM UPN Veterans Jakarta Mrs. Sri Lestari Wahyuningroem, M.A, PhD. and thanks to Gojek Online Partners.
All authors have read and agreed to the published version of the manuscript.
Author Contributions: Conceptualization, H.N., J.G, and D.P.; methodology, H.N., J.G. validation, H.N.; formal analysis, H.N., J.G and D.P.;
investigation, J.G, and D.P.; resources, H.N.; writing—original draft preparation, H.N...; writing—review and editing, H.N., J.G, and D.P.
Funding: This research was funded by UPN Veteran Jakarta.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly
available due to restrictions.
Conflicts of Interest: The authors declare no conflict of interest.

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