Enhancing Customer Satisfaction in the Digital Era: Evidence from Gojek Application and Service Quality among University Students

Abstract

This study aims to examine the partial and simultaneous effects of the Gojek application and service quality on customer satisfaction among students at AMKOP School of Economics Makassar. Employing a quantitative research approach, data were collected from 91 respondents using purposive sampling and analyzed with multiple linear regression via SPSS 26. The results reveal that both the Gojek application and service quality have positive and significant impacts on customer satisfaction. Partially, service quality is identified as the most dominant factor influencing customer satisfaction, while the Gojek application also provides a significant contribution. Simultaneously, these two variables explain 50.4% of the variation in customer satisfaction, with the remaining 49.6% influenced by other factors. The findings highlight the importance of continuous improvement in service quality and application features to enhance customer satisfaction and loyalty in the highly competitive digital transportation sector.