Mengukur Kepuasan Pelanggan Anak Muda Wonogiri Terhadap Digital Marketing Gojek
Keywords:
Digital Marketing, Customer SatisfactionAbstract
This research aims to measure the satisfaction of young customers in Wonogiri with the digital marketing implemented by Gojek. Along with the rapid development of digital technology, digital marketing has become the main strategy for companies to reach customers and increase loyalty. Gojek, as one of the largest technology companies in Indonesia, utilizes various digital platforms such as social media, mobile applications and digital advertising to strengthen relationships with its customers. This research examines the influence of digital marketing on customer satisfaction by focusing on three main elements: social media promotions, in-app notifications, and data-based digital advertising. The research results show that digital marketing has a positive and significant influence on customer satisfaction. These findings provide an important contribution to the development of more effective digital marketing strategies, especially in local areas such as Wonogiri, and provide recommendations for Gojek to improve user experience and digital content innovation.
References
Chaffey, d. &.-C. (2019). Digital Marketing: Strategy, Implementation, and Practice.
Pearson.
Constantinides, E. (2004). Influencing the online consumer’s behavior: The Web
experience. Internet Research.
Kaplan, A. M. (2010). Users of the world, unite! The challenges and opportunities of
Social Media. Business Horizons.
Kim, J. &. (2013). Effects of reputation and website quality on online consumers’ emotion,
perceived risk, and purchase intention: Based on the stimulus-organism-response
model. Journal of Research in Interactive Marketing.
Kotler, P. &. (2016). Marketing Management (15th ed.). Pearson.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw
Hill.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2014). PLS-SEM: Looking Back and Moving
Forward.
Long
Range
https://doi.org/10.1016/j.lrp.2014.02.008 Planning,47(3),132-137.
Suryadi, H. &. (2020). Personal branding and consumer behavior in the digital era.
International Journal of Marketing.
Yulistara, G., & Tunjung, P. (2020). The Effect of Digital Marketing on Customer
Loyalty in the Context of Online Transportation in Indonesia. Journal of Business
and Management, 9(2), 76-83.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating
Customer Focus Across the Firm. McGraw-Hill Education.
