Reflection on Customer Satisfaction Using the Jaket Application in Terms of Aspects of E-Service Quality, Price, and Brand Awareness

The need for fast transportation services has caused several businesses to try to create
application-based transportation applications according to market demand. To answer this
market need, application-based transportation is needed that can implement e-service quality
and provides prices following consumer expectations so that it is expected to be able to foster
strong brand awareness of the application. The purpose of this study is to analyze the
contribution of e-service quality, price, and brand awareness to customer satisfaction. This
research was conducted by distributing 180 questionnaires to active users of the Jacket
application and only 120 questionnaires that can be used. Tests were carried out with the help
of statistical tools in the form of Structural Equation Modeling (SEM) based on Partial Least
Square. The results showed that e-service quality has a significant positive effect on customer
satisfaction. The results of further research show that price has a positive but not significant
effect on customer satisfaction. As for the results of the last study, it was found that brand
awareness had a significant positive effect on customer satisfaction.
Keywords : brand awareness, customer satisfaction, e-service quality, price