Exploring The Influence Of 7p Marketing Mix Towards Brand Loyalty In Indonesia's Ride-Hailing Market: A Comparative Study Between Gojek, Grab, And Maxim

Puspitasari, Evi Erika (2025) Exploring The Influence Of 7p Marketing Mix Towards Brand Loyalty In Indonesia's Ride-Hailing Market: A Comparative Study Between Gojek, Grab, And Maxim. Other thesis, Institut teknologi Sepuluh Nopember.

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Abstract

The ride-hailing industry in Indonesia has experienced rapid growth, fueled by digital transformation, urbanization, and increasing consumer demand for convenience. This study explores the influence of the 7P Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on Brand Loyalty in Indonesia's ride-hailing market, with a specific focus on Gojek, Grab, and Maxim. Employing Structural Equation Modeling (SEM) and Multigroup Analysis (MGA), the study examines both direct and mediated effects of Perceived Value on Brand Loyalty. Data were collected from ridehailing users in major cities across Indonesia. The findings reveal that elements
such as Process and Promotion have significant direct effects on Brand Loyalty across all platforms, while Physical Evidence plays a more prominent role for Maxim. Additionally, Perceived Value mediates the relationship between certain marketing mix elements and Brand Loyalty, highlighting the importance of customer-perceived value in fostering loyalty. The MGA results indicate notable differences in how the 7P Marketing Mix influences Brand Loyalty among Gojek, Grab, and Maxim, driven by variations in consumer maturity and market positioning. This study contributes to marketing literature by offering a view of brand loyalty within Indonesia’s dynamic ride-hailing industry and practical recommendations for companies to enhance customer retention through targeted strategies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	7P Marketing Mix, Brand Loyalty, Perceived Value, Customer Persona, Gojek, Grab, Indonesia, Maxim, Ride-Hailing, SEM analysis, Multigroup analysis
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Evi Erika Puspitasari
Date Deposited:	28 Jul 2025 07:58
Last Modified:	05 Mar 2026 01:48
URI:	http://repository.its.ac.id/id/eprint/121915

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