The Effect of Perceived Usefulness, Perceived Ease of Use and Perceived Price on Customer Loyalty in Gojek Through Customer Satisfaction (Study on Gojek Apps Users in Jabodetabek)

AbstractThis research aims to test the effect of Perceived Usefulness, Perceived Ease of Use, and Perceived Price on Customer Loyalty in Gojek through Customer Satisfaction using the Technology Acceptance Model (TAM) and Structural Equation Modeling (SEM). Data is obtained from a questionnaire distributed to Gojek users in Jabodetabek with a total of 255 respondents. The results of the research show that Perceived Usefulness, Perceived Ease of Use, and Perceived Price have a positive and significant impact on Customer Satisfaction and also influence Customer Loyalty through Customer Satisfaction in a positive and significant way. Other Quality of Service criteria such as Perceived Safety, Perceived Risk, and Responsiveness need to be tested in further research, as well as more specific population segments and other methods such as quantitative and interview methods need to be considered in future research.