Service Quality, Price, and Electronic Word of Mouth as Determinants of Gojek Customer Satisfaction in Surabaya

Abstract

Customer satisfaction is a central issue in app-based transportation services because users can easily compare service performance, prices, and online reviews across platforms. This study examines the effects of service quality, price, and electronic word of mouth (e-WOM) on Gojek customer satisfaction in Surabaya. A quantitative explanatory design was employed using a structured questionnaire distributed to 100 Gojek users who had experience using online motorcycle taxi services in Surabaya. The data were analyzed using validity and reliability tests, classical assumption testing, multiple linear regression, t-test, F-test, coefficient of determination, and Spearman correlation as a non-parametric supporting analysis. The findings show that service quality, price, and e-WOM have positive and significant effects on customer satisfaction. The regression model explains 84.2% of the variation in customer satisfaction, with price emerging as the strongest predictor. These results indicate that Gojek customer satisfaction depends not only on operational service performance but also on perceived price fairness and the credibility of digital consumer reviews.