Pengaruh Omni-Channel Marketing dan E-Servicescape terhadap Customer Loyalty Gojek (Studi Pada Pengguna Gojek di Kota Medan)

Abstract

Advances in information technology and telecommunications in Indonesia have penetrated various levels of society, creating increasingly competitive business competition including in the transportation sector. Gojek as one of the largest online transportation platforms in Indonesia needs to understand the factors that contribute to customer loyalty in order to maintain market share. In this context, omni-channel marketing and e-servicescape are identified as important variables to influence the level of customer loyalty. This research aims to analyze the effect of omni-channel marketing and e-servicescape strategies on customer loyalty of Gojek users in Medan City. The influence between omni-channel marketing and e-servicescape will be analyzed partially and simultaneously on customer loyalty. The research method used in this research is quantitative research with an associative approach. Data was collected through questionnaires distributed to 100 Gojek user respondents in Medan City. The questionnaire consists of questions that measure omni-channel marketing, e-servicescape and customer loyalty. The data obtained were analyzed using validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results showed that omni-channel marketing has a positive effect on customer loyalty, with a tcount value of 3.407 which is greater than the ttabel and a significance level of 0.001 which is less than 0.05. This shows that customers' experience in using various well-integrated Gojek service channels encourages their loyalty to this platform. In addition, e-servicescape also shows a significant positive effect on customer loyalty with a tcount value of 4.657 and a significance of 0.000 which is smaller than 0.05. Simultaneous test (F test) shows that omni-channel marketing and e-servicescape together have a significant effect on customer loyalty, with an Fcount value that is much greater than Ftabel. The Adjusted R Square value of 0.602 indicates that 60.2% of the variation in customer loyalty can be explained by these two variables, while 39.8% is influenced by other factors outside this research.