The Role Of Trust In Mediating Price And Service Quality On Consumer Decisions To Use Gojek Online Transportation Services In Denpasar City
Keywords:
Consumer Decisions, Price, Online Transportation, Service Quality, Trust
Abstract
Background: The development of digital technology has driven changes in consumer behavior in using online transportation services. This study aims to analyze the influence of price and service quality on consumer decisions, with trust as a mediating variable, among Gojek users in Denpasar City.
Method: The research method used was a quantitative approach with a survey technique on 200 respondents selected using purposive sampling. Data were analyzed using Structural Equation Modeling based on Partial Least Squares with the stages of outer model, inner model, and bootstrapping.
Results: The results of the study indicate that price and service quality have a positive and significant influence on consumer trust and decisions. Trust has also been shown to significantly influence consumer decisions and mediate the relationship between price and service quality on decisions. The discussion shows that trust is a key factor in strengthening the relationship between marketing variables and consumer decisions.
Conclusion: This study confirms that increasing trust through appropriate pricing strategies and service quality can increase the decision to use online transportation services
References
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Asawawibul, S., Na-Nan, K., Pinkajay, K., Jaturat, N., Kittichotsatsawat, Y., & Hu, B. (2025). The influence of cost on customer satisfaction in e-commerce logistics: Mediating roles of service quality, technology usage, transportation time, and production condition. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), 100482. https://doi.org/10.1016/j.joitmc.2025.100482
Bhatt, S., Ansari, M. A., & Reddy, N. A. (2026). Unveiling the determinants of nutri-cereal purchase decision using the extended version of the theory of planned behavior. Frontiers in Sustainable Food Systems, 10, 1752883. https://doi.org/10.3389/fsufs.2026.1752883
Bukhari, F., Hussain, S., Ahmed, R. R., Mubasher, K. A., Naseem, M. R., Rizwanullah, M., & Ahmed, F. (2023). Consumers’ purchase decision in the context of western imported food products: Empirical evidence from Pakistan. Heliyon, 9(10). https://doi.org/10.1016/j.heliyon.2023.e20358
Carrillo, E., González Velasco, M., Parrilla, R., & Tárrega, A. (2023). Classification trees as machine learning tool to explore consumers’ purchasing decision pathway: A case-study on parent's perception of baby food jars. Food Quality and Preference. https://doi.org/10.1016/j.foodqual.2023.104916
Chang, C. H., Lin, C. C., Yang, Z., & Kontovas, C. (2024). Evaluating the social acceptance of autonomous ferries: An observation from passengers’ boarding willingness. Transport policy, 159, 83-94. https://doi.org/10.1016/j.tranpol.2024.10.012
Dos Santos, F., Dewi, L. K. C., & Soares, A. D. C. (2023). The influence of service quality and product quality towards costumer loyalty through customer satisfaction at PT Telkomcel Ermera Branch. Journal of Digitainability, Realism & Mastery (DREAM), 2(03), 1–14. https://doi.org/10.56982/dream.v2i03.78
Firoozzare, A., Boccia, F., Yousefian, N., Ghazanfari, S., & Pakook, S. (2024). Understanding the role of awareness and trust in consumer purchase decisions for healthy food and products. Food Quality and Preference, 121, 105275. https://doi.org/10.1016/j.foodqual.2024.105275
Google, Temasek, & Bain & Company. (2023). e-Conomy SEA 2023 report.
Han, L., Mingying, H., & Peng, Z. (2025). The influence of social media marketing on the quality of hotel services and the behavioral intentions of tourists. Acta Psychologica, 255, 104881. https://doi.org/10.1016/j.actpsy.2025.104881
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hui, G., Al Mamun, A., Reza, M. N. H., & Hussain, W. M. H. W. (2025). An empirical study on logistic service quality, customer satisfaction, and cross-border repurchase intention. Heliyon, 11(1). https://doi.org/10.1016/j.heliyon.2024.e41156
Jaiswal, A., Manoj, M., & Tiwari, G. (2022). A review of studies on service quality of intermediate public transport. IATSS Research, 46(4), 537-546. https://doi.org/10.1016/j.iatssr.2022.09.002
Khan, M. N., Gupta, N., Matharu, M., & Khan, M. F. (2023). Sustainable e-service quality in tourism: drivers evaluation using AHP-TOPSIS technique. Sustainability, 15(9), 7534. https://doi.org/10.3390/su15097534
Kim, L., Maijan, P., Jindabot, T., & Yeo, S. F. (2024). How country of origin, perceived quality, and trust influence intention to purchase sars covid medications. Social Sciences & Humanities Open, 10, 101116. https://doi.org/10.1016/j.ssaho.2024.101116
Liao, S. H., Hu, D. C., & Chou, H. L. (2022). Consumer perceived service quality and purchase intention: Two moderated mediation models investigation. SAGE Open, 12(4), 21582440221139469. https://doi.org/10.1177/21582440221139469
Monoarfa, T. A., Sumarwan, U., Suroso, A. I., & Wulandari, R. (2024). Uncover the trends, gaps, and main topics on online grocery shopping: Bibliometric analysis. Heliyon, 10(4). https://doi.org/10.1016/j.heliyon.2024.e25857
Misischia, C. V., Poecze, F., & Strauss, C. (2022). Chatbots in customer service: Their relevance and impact on service quality. Procedia Computer Science, 201, 421–428. https://doi.org/10.1016/j.procs.2022.03.055
Nivornusit, R., Kraiwanit, T., & Limna, P. (2024). Food delivery competition in the digital economy: Price war strategy in a developing country. Digital business, 4(1), 100076. https://doi.org/10.1016/j.digbus.2024.100076
Nopiliani, N., Gegen, G., & Noviyanti, I. (2024). Analisis rasa kepercayaan dan komunikasi yang efektif dalam pengambilan keputusan konsumen. Solusi, 22(3), 310–333. https://doi.org/10.26623/slsi.v22i3.9276
Ong, A. K. S., Prasetyo, Y. T., Vallespin, B. E., Persada, S. F., & Nadlifatin, R. (2022). Evaluating the influence of service quality, hedonic, and utilitarian value on shopper's behavioral intentions in urban shopping malls during the COVID-19 pandemic. Heliyon, 8(12). https://doi.org/10.1016/j.heliyon.2022.e12542
Pradaka, I. F., & Fachri, H. (2024). The effect of service quality and promotion towards customer decision. Jurnal Manajemen Bisnis, 11(2), 1782–1790. https://doi.org/10.33096/jmb.v11i2.929
Romero, C., Zamorano, C., & Monzon, A. (2023). Exploring the role of public transport information sources on perceived service quality in suburban rail. Travel Behaviour and Society, 33, 100642. https://doi.org/10.1016/j.tbs.2023.100642
Sakkthivel, A. M., Ahmed, G., Amponsah, C. T., & Muuka, G. N. (2022). The influence of price and brand on the purchasing intentions of Arab women: An empirical study. International Journal of Business Innovation and Research, 28(2), 141–161. https://doi.org/10.1504/IJBIR.2022.123284
Statista. (2024). Number of ride-hailing users in Indonesia from 2019 to 2024. https://www.statista.com
Su, J., Luo, S., Ji, K., & Tian, B. (2024). Perceived value, service quality and behavioral intentions towards bike-sharing services: Using an extended technology acceptance model. Research in Transportation Business & Management, 57, 101236. https://doi.org/10.1016/j.rtbm.2024.101236
Subriadi, A. P., & Baturohmah, H. (2022). Social media in marketing of ride-hailing: A systematic literature review. Procedia Computer Science, 197, 102-109. https://doi.org/10.1016/j.procs.2021.12.123
Wibawa, A. B., Utama, A. P., & Titis, P. (2024). Impact of service quality on purchase intentions with consumer confidence as mediators. European Journal of Management and Marketing Studies, 9(1). https://doi.org/10.46827/ejmms.v9i1.1734
You, Y., Hu, Y., Yang, W., & Cao, S. (2022). Research on the influence path of online consumers’ purchase decision based on commitment and trust theory. Frontiers in Psychology, 13, 916465. https://doi.org/10.3389/fpsyg.2022.916465
Published
2026-10-08
How to Cite
Mulyadi, M., & Saputri, L. G. E. A. (2026). The Role Of Trust In Mediating Price And Service Quality On Consumer Decisions To Use Gojek Online Transportation Services In Denpasar City. Sharia Economic and Management Business Journal (SEMBJ), 7(3), 465-479. https://doi.org/10.62159/sembj.v7i3.2077
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Copyright (c) 2026 Made Mulyadi, Luh Gede Elvina Adi Saputri
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