Volume 11 - Volume 11
The Effect of Service Quality, Promotion Strategy and Company Image on Word of Mouth in Mediation by Online Transport Customer Satisfaction Jakarta Region
Abstract
Application-based (online) transportation is increasingly being used in the current era in fulfilling
consumer needs in transportation. Apart from the convenience aspect, the company's image from
online transportation is also a consideration for consumers in using these transportation services.
Also, one aspect that has recently become a consideration for consumers in using online
transportation is the promotional strategy that the company offers to consumers. These three aspects
are important factors that companies need to pay attention to and improve to retain consumers and
survive in the competition. This study aims to examine the effect of these three aspects (service
quality, promotion strategies, and company image) on word of mouth from online transportation
consumers mediated by customer satisfaction. By using the purposive sampling technique, it is
obtained that 150 respondents are online transportation users in the Jakarta area. Structural
Equation Modeling, namely by using SmartPLS, is used in analyzing the data in this study. The
results obtained are that these three aspects are proven to be a determining factor for consumers in
disseminating satisfaction using online transportation through word of mouth.
Paper Details
PaperID: 1918
Author's Name: Melitina Tecoalu
Volume: Volume 11
Issues: Volume 11
Keywords: Service Quality, Promotion Strategy, Company Image, Consumer Satisfaction, Word of Mouth.
Year: 2021
Month: May
Pages: 93-102